HC3031 - Design Expertise and Australia's Commonwealth Bank Report

This report provides a comprehensive analysis of design expertise in a business context, emphasizing its importance in brand recognition, company unity, and effective communication. It delves into the significance of visual design in establishing a strong brand image, enhancing workforce cohesion...Read More

Running head: DESIGN EXPERTISE AND AUSTRALIA’S COMMONWEALTH
BANK
Design Expertise and Australia’s Commonwealth Bank
Name of the University:
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1Design Expertise and Australia’s Commonwealth Bank
Introduction:
Designing has become an excellent tool for the present-day business models.
Designing s essentially a part of art which has now become a business tools,
recognized as innovation in the process. A very few business houses recognize this tool
to be effective in the business conducts and in the promotion processes. The definition
of Design refers to the creative human activity that is associated to the multifaceted
qualities of the objects or services or processes and define the life cycle systems of the
same. However, designing in the business processes is essentially customer centered.
While, most of the business houses think in a centralized manner, thinking about the
business policies and promotion plans in a generic manner, the business houses that
incorporate the designing process into the system, includes a more customer oriented
approach, and the promotion plans and the business strategies of these organizations
are more centered upon the requirements of the customers. According to the
researchers, the designing processes followed by the organizations is a human-
centered approach and the type of innovation that puts together the requirements of the
customers as well as the business profits and includes the possibilities related to this
innovation process and integrate these with the approach of the designer. Therefore, in
the following report, an illustration on the designing expertise of the company,
Commonwealth Bank of Australia, is made.
Discussion:
Designing Expertise:
In the business processes, designing is a concept that is usually utilized to
describe the end product and also explains the strategies taken or followed by the

2Design Expertise and Australia’s Commonwealth Bank
organizations and also refer to the problem-solving processes, thus opening up newer
avenues for the organizations to expand. However, the designing expertise refers to the
works of an expert and the requirements that are made from him and the business that
the expert can provide or is willing to provide. More importantly, the experts must be
dynamic. Designers are instrumental here, since they change continuous and jump
forward creative business contemplation into bond imperative structures for things,
organizations and experiences. Exploring encounters into what makes a maker an
expert was composed along five criteria for pros taken from the field of fundamental
administration (Felin and Powell. 2016). Therefore, according to Galbraith (2014), the
designing experts must have elicited the characteristics that show that they are
competent for this service, and in order to determine, whether an expert is potential, the
expert must have the following characteristics.
 Powerful distinctions of structure segments as for ventures, their customers and
the including society. Cognizance of their affiliation, advances and structure
vernaculars and learning of their customers' social, mental, physiological and
ideological profiles. They understand their lifestyle characteristics and feelings,
while affecting the customers' manner, practices and activities. The designer
expert in like manner extends his ability to make astounding capabilities in his
own and delineating zones, through wide frameworks of various masters, traders
and clients.
 Think about and ability to make new affiliations — utilizing an arrangement
method, taking a structure brief from bearing to thought plan and last thing
improvement. These designers know and have inclusion with a far-reaching

3Design Expertise and Australia’s Commonwealth Bank
extent of structure vernaculars and perceive how to make new verbalizations
anyway outlines by counterbalancing limit with degree, surface, nuances,
material, surface and shading.
 They think about the odds and containments of merging these segments for huge
scale fabricating and a far- reaching general learning and experience about
presence's stages engages them to see the thorough view, making a capable
help to-bolster life cycle.
 The experts must have capability — enabling them to watch the world and see
openings, by use of systems considering, examination and association they
make and model thoughts. They look into and pass on the thing’s significance to
the customer, similarly as the customers association with the thing, organization
and experiences through diversion. This is done using drawing and describing,
PC models, activities and fast prototyping progresses.
 A strong personality and definitive aptitudes are furthermore key to manage a
game plan of exercises and the ability to plan and settle on decisions about time,
spending plan and nature of indisputable deliverable is imperative.
 Must have data of the structure field's history — of what did and did not work and
why. They business, the improvement of style, structure and winning designs and
can recognize the particular circumstance and central thinking of present and
cutting-edge designs.
 Must have lowliness and the ability to be accessible to new learning shots.
Organizers are versatile, smart understudies with a drive to improve human

4Design Expertise and Australia’s Commonwealth Bank
conditions. It takes a particular component of individual vulnerability united with a
persistence to make dependable results.
 Design planners are an equalization of delegates, creators and experts. They are
the middle purposes of the thing headway world since they are careful and in
charge of the customers' done inclusion of an affiliation. Advanced pleasantly, a
thing organizes perfectly with the customers' lives and ends up imperative to
them and, all over, completes them.
Importance for Designing Expertise:
In conducting a business program, there is a number of concerns that are to be
dealt by the particular business houses. However, the most important concern for the
business houses, as observed, is finding a niche in the market and creating a brand
impression upon the customers. Utilizing graphic designs for the products, is seen to be
an integral process and step, in establishing a brand impression, and further in
maintaining the same (Sanghi. 2016). Therefore, as found, the following are the
arguments, as propounded by the researchers regarding the importance or significance
for practicing this particular strategy in conducting a business. Pugh and Prusak (2013),
have outlined the following significant factors of the concept.
Brand Recognition:
The impression of a company and its competitiveness starts with the name and the logo
of the company. The design of the logo is the most integral part, as it is one of the most
attractive factors of the company and the it helps the organization to target its
consumers and along with that it is one of the most functional and professional aspect

5Design Expertise and Australia’s Commonwealth Bank
of the company. Moreover, the logo of the company should be in such a way that will
provide the customers with a perception of what kind of a job it does and what kind of
business it provides. Also, the logo provides an integral meaning of the products that
the company is providing or is interested to provide. Therefore, as observed, the
graphical representation of the logo of the company, has a connection with its products.
Gfor example, the logo od UNICEF, is functional and professional and provides a
relation with the kind of business that it does, also the multicolored dots that have used
in the logo, give the understanding of the participation of many countries in the
business.
Company Unity:
The logo of a brand also represents a notion of unity that is present among the
workforce. To make a business program successful, the unity of the workforce is
imperative and banding together behind the designs that the companies represent,
uphold a healthy and happy workforce and work place culture. Moreover, to create an
impression upon the market, the organizations need to focus on the unity in the
workforce and creating an impression upon the workers, and only then the organization
can create an impression on the market through the successful participation by the
employees.
Communication:
The utilization of visual depiction reaches out past the logo and the site. Visual
computerization can create visual guides that will enable the associations to discuss the
thoughts with the world just as inside the association. An instructive picture can transmit
thoughts that can't be communicated with words alone. The associations can utilize

6Design Expertise and Australia’s Commonwealth Bank
expertly planned pictures to make a positive impression and maintain a strategic
distance from errors.
Efficiency and Productivity:
Severely structured illustrations can adversely affect laborer profitability and
general working environment proficiency. The site is the territory of business, in the
present market, where indications of an awful plan are well on the way to be watched. A
reasonable plan should incorporate valuable highlights, for example, simple route,
decipherable textual styles, and fitting hues. A site with blinding hues, precarious text
styles, or shrouded route will be a cerebral pain for customers and representatives.
Professionalism:
The business associations center around making the organization to establish an
extraordinary first connection on customers, merchants, and different substances – a
logo for instance just has a small amount of one moment to establish a first connection.
A structure that looks modest will illuminate your business, and it very well may be hard
to break the feeling that your organization can't manage the cost of an expert plan.
Money:
Negatively structured illustrations can be pricey. On the off chance that the
associations go for a shoddy plan, it may get a dull item that isn't prepared for print. In
the event that the structure isn't prepared for print, you may finish up spending more
cash on another plan. Moreover, a skilled visual originator will make a structure that isn't
too costly to even consider producing. No association needs to contribute or squander
on a terrible structure that will adversely affect upon then clients or make an awful

7Design Expertise and Australia’s Commonwealth Bank
advertising of the equivalent. Luckily, there are numerous cutting-edge techniques, for
example, publicly supporting, for acquiring proficient and alluring plans.
Therefore, overlooking the association's visual computerization needs can
contrarily affect customers, merchants, and representatives. Using a fitting structure can
improve each part of a business.
Business Houses that Invest Severely on The Designing Expertise:
There are many organizations, that take the concept of designing expertise and
include the same rigorously into the business processes. Some of the most important
examples are discussed in the following.
4design: It is one of the most globally recognized company of Australia, recognized
since the year 2003, and includes technical and electronic products, varying from the
ranges of sports, start- ups, transport, medical and consumer products and the like.
PDD: It is a London based company that essentially deals with product and service
design innovation, for more than 35 years now. It is also expanded over Hong Kong and
Shanghai. The company includes varied teams that take care of the innovation in
products and services and thus, helps many other organizations to market and thrive.
Seymourpowell: The company was founded in the year 1984, by Richard Seymour
and Dick Powell, that introduced ground breaking designs in the fields of gadgets, like
cordless kettle and world’s first pocketable mobile phones to the world. It had earned
many titles, thus becoming one of the most acclaimed companies in the world, through
innovations and designs.

8Design Expertise and Australia’s Commonwealth Bank
There are many other organizations that include the concept of designing in its
orientation. Ikea, for example, rigorously uses the designing expertise, especially in the
fields of furniture, for which they are known globally.
Ikea and Designing expertise:
The Swedish company, conducting business since,1943 has changed the face of
the furniture by using ground breaking designs as well as addressing the needs of the
customers. The company has in traduced furniture, for all sections of the society, and all
kinds of people. They have even included furniture for the disabled ones and for the
elderly people as well. They have invented furniture for the modern generation people
who have to stay out due to work in a small and compact place. The company has
rightly recognized yen needs of the modern generation and has introduced modern day,
contemporary designs that are daunting and space effective (Martins. 2017). The
designing experts of the company has stated that the company is aiming to sharing and
introducing unique tips and trends in the modern-day world and improve the ideas of
planning for home.
Therefore, it is observed that the company has focused on introducing
contemporary, urban designs in the furniture. While, the Commonwealth Bank of
Australia has incorporated designing expertise in all aspects of the business.
Commonwealth Bank of Australia:
The Commonwealth Bank of Australia, is conducting business in the country
since 1911. Undergone through many changes, the bank has a dynamic approach,
adapting and accounting to the needs and requirements of the population of the
country. With changing requirement and orientations of the population, the

9Design Expertise and Australia’s Commonwealth Bank
or4gnaixation has also gone through some sound changes, over time. Therefore, they
have also found the importance and significance of incorporating daunting designing
strategies into the orientation, and has incorporated designing in all aspects of the
business, from the engineering if the structure to the structure of the Labs, policies,
workshops and the like (Wagland and Taylor. 2015). For example, the Designing Jam
program that they have included in their approach, is a workshop program, that is
focused upon inspiring the youth of the nation with exciting and challenging works. This
program focuses upon a learning program, including an innovation in the process of
learning. While introducing the idea to the market, they had incorporated graphic
representation a designing into the strategy, to appeal to the youth of the country.
The labs that the organization has, uphold an excellent example of designing,
engineering and innovation. The main is to inspire and sharer the innovative
approaches among the nation as well as to share the methodologies and insights of
their business program, in order to inspire the small business houses and also to
provide consultation to the same. While promoting the business plans, the organization
had relied upon designing expertise to market their idea. These labs also uphold the
sustainable attitude of the company, expanding and experimenting around many fields.
The Commonwealth Bank of Australia is investing into technological innovation and
advancements within the country, thus making their orientation of ‘today’s idea is
tomorrow’s innovation.’ The bank has expanded itself into benchmark innovations of
microphones, cameras, heat- mapping technologies, eye- tracking devices etc. Along
with this, the bank also helps other companies to develop ideas and making them true
(Bucolo et al. 2013). The consultancy farm of the bank helps other corporates and start-

10Design Expertise and Australia’s Commonwealth Bank
ups and help them with the planning of their business program. The labs also project,
how the company team up with the start-ups and other corporate houses and make
their innovative ideas come true. The best approach of the company is that it includes
the opinions of all its employees and in the labs, one can see how these ideas are
turned into teams and thus are contributing to the needs and services of the customers.
However, to market all these aspects, the organization rigorously put the use of
designing expertise. On visiting the websites one can see that and also, the way of
marketing in the country, also holds the same notion.
The doodle arts, the logos for each and every product, upholds the way, the bank
is doing business. All these ideas of art, however, holds the meanings that the products
and services have into it. If we discuss about the logo of the bank itself, we can see that
there is a yellow diamond, which stand for the southern cross constellation and the
there is a black swoosh in the corner. The yellow diamond, standing for the southern
constellation, where each of the corner represents one of the five stars. And the black
wedge completes the diamond shape. The representation of the southern constellation
shows the nature and character of the bank (Weill and Woerner. 2013). The
Commonwealth Bank of Australia, is doing the business for a long time now and the, but
the logo is a current addition. The bank is serving in the market for more than 100 years
now, and incorporate a holistic and sustainable attitude. The bank is expanded, almost
all over the country and has expanded itself into almost all sorts of businesses, which
truly upholds the idea of integration and consolidation. Thus, the logo of the bank aligns
with the orientation and the nature of the same. Furthermore, the logo gives an urban
polished look, which again, hold up the nature of the bank and the elegance of the work

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style and work force of the same. The bank incorporates a very posh and corporate
work culture and the business conducts that the organization make, have its own style
of working. Furthermore, the company is in the market for so long a time that everybody
knows its name that it does not even use its full name in the logo and if one looks close
enough to the name, the person can see that the double “m” in the name of the bank
are joined together at the hip, sharing a stalk in the center. This entails that they have
something ‘common’, in the name commonwealth (Rahman. 2013). Thus, according to
Adrian Bruch, coordinator of the SAE creative Media Institute, the geometric symbols
and the aerodynamic swooshes, are not just designs, but holding many ideas and
notions within it. He is of the opinion that the cryptic references are not just only graphic
designs but rather, puzzles that entail a story or hide meanings inside it (Gordon,
Zainuddin and Magee. 2016).
The architecture of the bank itself, of the headquarter, in Sydney, also depicts a
world- class structure. The Darling headquarter, at the Darling harbor, upholds an A-
class designing. Showcasing the expertise of the builder in world class sustainability.
Containing two eight-story business structures and four cellar levels, the undertaking is
intended to meet a 5 Star NABERS vitality rating, accomplishing a Carbon- di- Oxide
decrease of up to 40% and a 92% decrease in consumable water utilization. This not
only shows the sustainability approach of the company, but also upholds that it
understands the significance of such a conduct and further shows the ethical
considerations practices by the same. The designing of the building is also important,
because it not only shows the taste and richness, but also upholds the nature of the

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company, providing it a impression on the other business houses, which is important for
the conduct of businesses.
Conclusion:
The Commonwealth Bank of Australia, is observed to be using the designing
expertise, in all of its business aspects, and is not just restricted to one particular
service or product, as it shows the innovative nature and as it helps the company to
reach to maximum of people, belonging to all sectors and all layers of the society.
Further, the process of innovation helps the organization to expand and explore in all
nooks and corners of the industry, and thus, provide the company with an advancement
in its position in the market.

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References:
Bucolo, S., Wrigley, C., Matthews, J.H. and Johnson, D., 2013. Designing Innovative
Business Models: A Design Catalyst Learning Resource.
Felin, T. and Powell, T.C., 2016. Designing organizations for dynamic
capabilities. California Management Review, 58(4), pp.78-96.
Galbraith, J.R., 2014. Designing organizations: Strategy, structure, and process at the
business unit and enterprise levels. John Wiley & Sons.
Gordon, R., Zainuddin, N. and Magee, C., 2016. Unlocking the potential of branding in
social marketing services: Utilising brand personality and brand personality
appeal. Journal of Services Marketing, 30(1), pp.48-62.
Martins, D., 2017. A roadmap to designing advergames(Doctoral dissertation).
Pugh, K. and Prusak, L., 2013. Designing effective knowledge networks. MIT Sloan
Management Review, 55(1), p.79.
Rahman, K., 2013. Discovering brand meaning: Deriving the domains of a sub-
brand. Market & Social Research, 21(1), p.38.

14Design Expertise and Australia’s Commonwealth Bank
Sanghi, S., 2016. The handbook of competency mapping: understanding, designing
and implementing competency models in organizations. SAGE Publications India.
Wagland, S. and Taylor, S.M., 2015. The conflict between financial decision making and
indigenous Australian culture. Financial Planning Research Journal, 1(1), pp.33-54.
Weill, P. and Woerner, S.L., 2013. Optimizing your digital business model. MIT Sloan
Management Review, 54(3), p.71.