The translation of a business strategy to a design strategy: a case study on the redesign of a silence box

This thesis explores the process of translating a business strategy into design strategy, starting with the objective of redesigning a silent box. In this process, an attempt was made to translate the business strategy into a design strategy that could be used to design the new silent box. However, the business strategy is not explicit, so an underlying strategy is investigated. This study revealed a general underlying strategy that still lacks specificity. To emphasize why an explicit design and business strategy is important, test cases are conducted to see what effects different strategies have on the company and it's brand identity. Finally, this thesis presents a framework and a step-by-step plan to facilitate the translation of business strategy into design strategy for not only the company, but also other businesses, and guide them throughout the process.