Look before you creative leap: the value of strategic design

Good design is a powerful strategic tool that can influence changes in behaviour, build a culture of belonging for employees and drive revenue.

In the battle for attention, good design creates connection.

But the design that you get out depends upon the insight you put in.

Join us for a panel discussion exploring the critical role of strategy in design, the measurable value it creates and how as an industry, we can shift the narrative to show the impact strategic design has.

About the host

Karen Nairstone

Founder of Studio KIND

Karen is the founder of Studio KIND - a design studio focusing on interior design across both commercial and residential projects, prior to this she founded and directed Design Event and the Northern Design Festival, championing innovative design. She has worked in the design sector for over 20 years from design-led retail and curation and cultural management, to interior design, project management and creative direction. She is a strong supporter of the next generation of designers and has mentored and given talks to emerging and mid career designers and makers, been on the judging panel for both the RSA design challenge and the RIBA design awards.

She was awarded the Homes and Gardens award for Best Backer of British Design for her work with Design Event and the Northern Design Festival and featured in the Sunday Times.

Her design approach is research led and human-centric, resulting in spaces that add value and promote a positive culture. She has designed HQs for The Great Run Company, Trend Bible and Opencast amongst others, reflecting brand values through approach, material palette, culture and behaviours.

About the speakers

Darren Richardson

Co-Founder and Creative Director, Gardiner Richardson

Darren is co-founder of Gardiner Richardson, company director and creative director. He is a collaborative designer and innovator with over 30 years’ specialist knowledge in corporate identity and brand creation.

His work focuses on the use of engaging and imaginative methods to provide client organisations with strategic brand focused Innovation and transformational consultancy to create greater commercial value.

With a career spanning three decades and involving the creation of global brands in the aviation, automotive, transport, tourism as well as FMCG sectors, he has both a diverse and extensive knowledge in building compelling brands.

Darren has a BA Hons degree in Graphic Design from Newcastle Polytechnic and is an associate member of Chartered Society of Designers as well as a Fellow of the Royal Society for the encouragement of Arts.

Matt Forster

Associate director, Gardiner Richardson

Matt builds brands and brings them to life, focusing on impactful work that brings results. He leads on developing and delivering strategic communications work which helps make clients more meaningful to their audiences.

Natasha McDonough FCIM

Founder and CEO of MMC Research

Natasha’s business, MMC Research, was established in 2015 and has become a highly reputable market research agency and one that is known for high quality transforming work. Natasha is very much hands on within the business, delivering projects for clients alongside a team of research specialists.

Natasha works with organisations across the globe, ranging from fast-growing SaaS + Fintech companies, retail and fashion, established UK manufacturing and engineering companies, private equity and funders (for commercial due diligence projects) and the public sector.

Natasha was awarded Fellow status by the Chartered Institute of Marketing in She is also a member of The Market Research Society.

She is the current Vice President of the North East England Chamber of Commerce and a Board Member of Sunderland AFC's official Charity The Foundation of Light.

Paul Cairney,

Head of Marketing at GoDefend

Paul is Head of Marketing at GoDefend, where he leads the company’s growth strategy and is helping to scale its impact in the cybersecurity space. Prior to this, he headed marketing at Newcastle Building Society during a period of unprecedented growth and profitability.

With over 20 years of senior marketing experience across a range of sectors, Paul has worked with well-known brands including Royal Bank of Scotland, The Co-operative Bank, MBNA, United Utilities, and global accountancy software leader Sage.

His expertise spans both B2B and B2C marketing, giving him a unique ability to navigate diverse markets and craft outstanding customer experiences. A passionate advocate for the North East, Paul is committed to working with purpose-driven organisations that create positive change. He currently serves on the Board of Darlington Credit Union.

About the venue

You can find further details about this venue here.