Partnership with external agency
It is important to know the objectives when considering cooperation between an internal design department and an external design agency. In many cases there are differences in objectives. The objective of an internal design department can be to safeguard the consistency of its product portfolio including corresponding brand identity. An external design agency can be more motivated to develop or innovate the brand. It is a challenge to establish cooperation between internal and external teams, but what is even more important is to create well-integrated teams.
12 oktober 2011, Marja Hoekstra (dmi, 3-2011)