Clara Iversen

New Growth Map



︎ Neues Jahr – Neues Wachstum

2023

Client
 diffferent Strategy Consultancy

Role Strategic Designer


How can »New Growth« be communicated to clients? In 2022, the strategy consultancy diffferent introduced »New Growth« (»Neues Wachstum«) as their new business philosophy and claim. A business philosophy emphasizing social and environmental responsibility alongside profitability. To effectively communicate their new business attitude to clients, diffferent looked for new ways of presenting »New Growth«.



Competencies

Primary Research

Secondary Research


Design 

Text



Project Approach 
The Three Lenses of Innovation provided the framework for our project approach.

Phase 1
Empathize

In phase 1 we conducted 10 interviews with experts on »New Growth« to gather diverse perspectives. Simultaneously we performed desk research and industry benchmarking to analyze wider trends and competitor approaches.




Phase 2
Define

In phase 2 we identified the 12 core focus areas representing critical aspects of »New Growth«. To cluster and syntheize research findings collaboratively we used Miro.


Phase 3
Transfer

In phase 3 we explored various design and communication concepts to best represent the multi-faceted nature of »New Growth«.


Phase 4
Prototype

In phase 4 we prototyped the final version and let stakeholders engage with it.


Phase 5
Implement
In phase 5 we integrated the map into client communication and diffferent's marketing strategy. To promote »New Growth«, we launched a year-long initiative to unpack different map themes through diverse formats (blog posts, events, white papers, etc.) and distributed the map to clients as a personalized holiday gift, signifying the ongoing journey.

Methods

Expert Interviews 
Trend Research

Benchmark Analysis


Project Output
The »New Growth« map has fostered internal engagement and raised client awareness of the »New Growth« philosophy. This initiative has positioned diffferent as a thought leader in responsible business practices, paving the way for future collaborations and impactful change.


Collaboration with
Sophie Michel

diffferent Strategy Consultancy

2022