The Design Vision Statement

Over the years, I have developed my share of Design vision, missions, goals and strategies. Early in my career, I developed the teams from scratch but now it is more about helping existing teams level up. At the core of any good team, is a clearly understood vision.

As I have stated many times over the years, the Design strategy must align with the organization’s strategy. And though the Design vision should align with the rest of the organization, there are few things that make it unique.

A good vision statement is aspirational. A good design vision statement inspires and motivates the Design team – it gets them excited about what they do as designers, why they do it and how it serves the overall organization. A good Design vision statement:

Acts as a unifying force. Focuses and aligns the Design efforts so every designer is working towards the same understood goals.

Acts as a guide for Design actions and decision making. The Design vision statement provides the guidance designers need to make the right decisions that meet the organization’s goals and delights the organization’s target audience.

Motivates and inspires. When a designer understands and is aligns with the core values and vision of the organization, they are able to readily commit to, and engage in, the organization’s efforts. Engaged and inspired designers can go a long way in helping the organization achieve its mission and goals.

Good Vision Statements Examples


“We believe that we are on the face of the earth to make great products. We are constantly focusing on innovating. We believe in the simple not the complex.”


“Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”

Examples of good Design vision statements:

“Our vision is to create attractive, easy-to-use products that anticipate and exceed expectations for content, design, and quality in an efficient and timely manner.”

Note how the Design vision statement aligns with the organizations vision around products and customers but is focused on the what, how and why of the design operations.

When writing a good Design vision statement, consider these things:

  • Start with the organizations vision, missions and goals and align appropriately
  • Be brief and succinct – say a lot in just a few words
  • Think of things in a long-term and broad sense (without sounding generic)
  • Dream big and focus on success – infuse your vision statement with passion and emotion

Work closely with leadership to ensure alignment with the organization’s vision, mission and goal. Choose your words carefully – they must be concise and inspiring. Workshops with right stakeholders is a great way to develop your Design vision statement. Contact me if you need a hand with this.