Some design firms will invariably be unable to sustain themselves in such testing times. However, this is a time when the industry has to step up to the challenge it faces and show that there is true value in design, and that it should be a cornerstone of any successful business or brand. 

In order to do this the design industry needs to prove its true worth.

For many years design companies have free pitched and, in essence, given the ideas for free. This has devalued the industry to such an extent that clients can see it as more of a creative service than a profession. Furthermore, the lack of belief in a great idea has led to a culture of the client being presented with a number of options and being left to make the final creative decision. 

It's time that the creative industry took pride in what they do and understood the true value of what they offer, just like any other profession, i.e. solicitors, accountants and plumbers.

The next year is going to offer greater challenges, but it is our firm belief that when the current economic downturn improves there will be huge opportunities for the creative industry.

Design firms who are true to the industry and offer clients sound advice will prosper, and be in a stronger position than ever before.

PW work with high profile clients and premium brands, both in the UK and internationally.

Office environments that inspire employees and clients alike are, it seems, few and far between these days. The majority of us work in dull and depressing places; these environments consist of blue carpet tiles with yellow fluorescent lighting and our days are spent hiding behind computer screens with the blinds down trying to shut out any natural light that might just manage to creep in.

As our working habits change and become more flexible so should the environments that we work in. Too many offices are uninspiring and soulless in their presentation. Through clever design, staff productivity and motivation can be increased which in turn would improve their efficiency and that of the business.

The problem, it seems, is that employers struggle to see the benefit of investing in their work place environments because they do not see any tangible return. By making such an investment you are not only investing in a physical space but also in the people that you employ - people need to be inspired and take pride in what they are involved with.

Your offices are also a reflection of your company, how you wish to be perceived to the outside world and by your clients. They are a physical representation of your brand and your values that have the power to engage clients and enthuse them.

Obviously there is an economic viewpoint and any office move or refurbishment can take significant resources and finance. But why not restructure and reorganise to use the space more resourcefully in order to become more productive?

By developing a strong 3D architectural language and through an intelligent use of space and furniture elements cost savings can be made, company efficiency increased and morale improved. Add to this the fact that your clients will be reassured that you are cost savvy and progressive then it's surely worth considering.

PW have successfully designed and implemented workplace environments for BlackBerry, The Engine Group, Cartoon Network, Mazda and Yahoo!

The simple facts are that people are belt tightening and you could argue that we've been very fortunate to have had so many years of prosperity and that the markets are merely correcting themselves.

Additionally the retail sector can't just take a deep intake of breath and hope that it will all go away. Retail is a competitive industry and is constantly changing but we seem to have this defeatist mentality that if we sit tight everything will be ok sooner or later.

Customers will start to make more informed decisions and become less impulsive when it comes to their purchasing habits and brands need to communicate just what it is they stand for. If retailers don't continue to develop their offer and their retail environments then customers really will disappear.

So where can design help? I believe designers need to take far more responsibility for their actions and engage with the entire design process if they are to offer real value to their clients. We must recognise the entire challenge before us; this includes, not only, understanding who our customer is and the competition but also the manufacturing and build processes that are involved in delivering a project on time and most importantly on budget!

Successful design should be able to use limited resources and budgets creatively and rise to this challenge. Too many design consultancies won't embrace the manufacturing and installation process and don't understand the complexities involved with delivering projects through to implementation.

By investing in design, brands should be able to continue to develop fascias and in store environments whilst keeping a close reign on additional spending.

Don't lose sight of long-term goals, but do review those you invest with!

This project is tremendously exciting and one that I hope will showcase the importance of design and how it can touch and improve our everyday lives.

However, my fear is that it will simply become an exercise in style and will not deal with the fundamental issues at stake. Why do people use public transport in the first place, how much time do we invest in our daily journey's, how do we feel during this journey and what could be done to improve the service that we pay so dearly for?

To address these questions we need to design the bus 'from the Inside out' and let the form reflect its function. The design of a new bus should be focused on helping people to travel as easily as possible, It should not only embrace the aesthetic but must place the user at the core of its process.

Through intelligent design and the smart use of technology and materials the customer experience can become memorable and positive.

A successful design solution has the ability to enhance our day-to-day lives and become part of the fabric of the city. A new and improved bus solution would give people a sense of pride and ownership in their community and allow them, once again, to embrace public transport.

A solution that places the needs of the user at the forefront has enormous merit - but we must focus on the design of a great bus, and not, as the competition suggests, simply designing a new iconic Routemaster!

PW will be submitting our entry on 19th September 2008.