Designing is about telling the story behind a brand, bringing out the people behind a service or product, and forging a connection with them. A design that isn't willing to approach the industry risks getting stuck in the predictability of the standard. Rubio & del Amo advocates for a democratized design that transcends B2C.
Logic tells us that what works in B2C must also do the same in B2B because overall we are people talking to people and it is the brand that allows us to contribute a more human point to a company’s communication. And if this company is industrial, design becomes a strategic ally that turns nondescript companies into significant brands by putting the people behind them at the forefront.