Design-Led Strategy – Delivering Increased ROI & Shareholder Value
tangerine Founder Martin Darbyshire gave talk on Design led Strategy at the Korea Listed Companies Association on May 14, 2025 at The Plaza Hotel, Seoul, South Korea
“Design is no longer an outcome; it is the starting point of strategy. Design-led strategy, grounded in customer experience, is a key means to restructure entire industries and embed the identity of brands and nations into the global market,” said Darbyshire.
Martin spoke at the 124th Breakfast Lecture Series hosted by the Korea Listed Companies Association (KLCA) in Seoul, South Korea. His talk, titled “Design-Led Strategy – Delivering Increased ROI & Shareholder Value,” introduced Korea’s top executives to tangerine’s design-led strategic approach. Using the example of a three-year collaboration with KAIST, Darbyshire outlined how tangerine helped leverage HUBO technology to design and plan for Rainbow Robotics‘ entry into the collaborative robotics (Cobot) market.
In addition to KAIST, he drew on global case studies from brands such as Palace Skateboards, Gentle Monster, and Next, highlighting how design-driven strategy has propelled business growth and commercial success worldwide.
About Martin Darbyshire
Martin Darbyshire is the Founder and Chairman of Tangerine, a world-renowned strategic design consultancy known for delivering commercially successful design solutions for global clients such as Samsung, LG, Sindoh, British Airways, Huawei, Sky, Heathrow Express, Cathay Pacific, and Toyota.
Before establishing Tangerine in 1989, Darbyshire worked at Moggridge Associates and ID TWO (now IDEO) in San Francisco. His expertise in design and innovation has led to transformative projects, including the creation of British Airways’ “Club World” business class seating—the world’s first fully flat bed in business class, which has been a major revenue driver for the airline since its launch in 2000.
An industry leader, Darbyshire has served as a board member of ICSID, judged the World Design Capital 2014, and held the position of visiting professor at Central St Martin’s, University of the Arts. He also served as a trustee of the UK Design Council and is a long-time juror at the Red Dot Design Awards in Europe and Asia.
Darbyshire continues to share his expertise at global design and business conferences, championing design-led strategies that drive growth and reshape industries worldwide.
About the Korea Listed Companies Association (KLCA)
The KLCA regularly hosts its Breakfast Lecture Series to provide top executives from listed companies with valuable insights and practical knowledge that support their strategic responsibilities. The series also serves as a platform to expand professional networks and share emerging industry perspectives. Featuring distinguished experts across various fields—including policy, economics, business management, and design—the events foster thought-provoking discussions in a relaxed and engaging setting.