Friday, 9 November 2007 | Levent OZLER
D-kg: Italian Design Goes On-line
Sophisticated styling and innovative ideas are now just a mouse-click away thanks to the online design service created by the Italian design agency 'D-kg'. Formed by a group of experienced designers, D-kg's vision is to make prestigious Italian design a readily available commodity for companies of all sizes and nationalities, in a global market. "We think that traditional creative processes are often inefficient and thanks to the use of internet we can now add value where it really counts" stated Adam Shillito, one of D-kg's partners.
How Does D-kg Work and What Do They Deliver?
D-kg produces innovative ideas for new products which are delivered to clients directly via email. Their website includes a convenient ordering service that deals with briefs, quotes, hand-in dates, intellectual property rights and confidentiality in one simple process. They have also standardized their prices (at very competitive rates) to eliminate tiresome negotiation and encourage the exploration of innovative ideas.
What Are the Benefits of Working Online?
D-kg utilizes a global network of researchers, all collaborating online to study consumer interaction and identify new innovation opportunites. This permits them to tailor-fit the research, and therefore the product to suit specific markets and consumer needs. Additionally, being an online agency, there are no meetings, visits to factories, brand immersion workshops or similar corporate actitvities that are of dubious value to the creative process. Last and not least, thanks to the internet, their creative process has become much more rapid and cost effective, a benefit that they pass directly to their clients.
What About Confidentiality and Intellectual Property Rights?
Included in every order is a comprehensive legal agreement that automatically assigns the intellectual property to their clients and also acts as a non-disclosure agreement. Additionally, D-kg's creative process ensures that every concept they generate is unique, consistently innovative and therefore proprietry to their clients.
Global Trends in Creativity
Recent studies show that globalisation is generating a threat of increasing international competition for design agencies and only those who are willing to evolve their services and affront new markets can turn this trend to their advantage. With it's online design service, it seems that D-kg has found an innovative solution to this problem ensuring not only their own success, but also the continuued reputation of Italy as a world leader in creativity.
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