These case studies were commissioned by the DesignSingapore Council as part of a larger campaign under the DesignSingapore initiative to raise business competitiveness through design.

The DesignSingapore case studies aim to demonstrate the importance of design as an integral part of a business's strategy and competitiveness, in particular, how these businesses manage their design resources; how design relates to other functions like engineering, marketing, manufacturing, and corporate communications; and how design decisions affect many facets of these organisations.

Formed by the Ministry of Information, Communication and the Arts in August 2003, the DesignSingapore Council is the leading, one-stop public organisation for design promotion and design development in Singapore, as well as representative body for Singapore design at international platforms.

DesignSingapore-ABCC cases are as follow

Nanyang Optical: Beyond Product Design – From Idea to Launch
Wee Beng Geok & Nigel Goodwin

It is not enough to simply design a new product – you must make your idea a reality and take it to the market. This involves both creative and practical challenges. This case examines the development, production and launch of innovative new eyewear products by a man who is both a product designer and an entrepreneur.



HTL International: Manufacturing for Design
Wee Beng Geok, Ivy Buche & Seow Jia Min

The case describes the strategic choices made by HTL, a premium leather sofa manufacturer, as it evolved into one of the largest Original Design Manufacturers (ODM) in Asia and its move up the value chain in order to stay ahead.



Banyan Tree Hotels & Resorts: Designing Romance
Wee Beng Geok & Seow Jia Min

This case details how Banyan Tree Hotels and Resorts leveraged on the idea of design for experience in order to create a unique identity, brand differentiation and service excellence to fill a niche in the marketplace.



Strategic Innovation at Risis (A): The RISIS Orchid – The Science and Art of "Can Do" Innovation
Wee Beng Geok & Seow Jia Min

The RISIS orchid, a gold plated orchid was invented in 1970s as a souvenir to promote Singapore's tourism industry. The challenge for its inventor was to develop a souvenir that could be identified as uniquely Singaporean. The case examines the development process including the thought processes and actions of the inventor as he conceptualized the design, developed and then manufactured the object.



Strategic Innovation at RISIS (B): Redefining Design Values
Wee Beng Geok & Seow Jia Min

In the immediate post colonial era the RISIS orchid, evolved into a local cultural icon for Singapore. However, 30 years later, in the context of Singapore's globally tuned economy and sophisticated consumers, the RISIS brand was losing it appeal. RISIS's CEO saw the challenge as one of revitalizing the brand and moved to introduce fashion accessories and other products to appeal to "global modern life-styles".