My name is


I’m a model.
A design model.
I embody both strategic and tactical design in practice.

Practical: a design model


Practical is Kandure’s model for strategic and tactical design.

She represents a modern, holistic and embodied approach to design in practice.


To understand Practical we work from her base upwards. For this, she’ll also be temporarily sliced (don’t worry, she’s OK with this).

Understand Practical

Strategic Design Foundation

Practical’s foundation is strategic design, which means she has a solid, well-informed base to support her.

Although well-grounded, Practical is progressive and moves with the times. As Practical grows and transforms, the shape of her strategic foundation adjusts, shifts or repositions.


Brand is Core

From the centre of her being, Practical’s brand aligns with her strategic intentions. Together, these have an ongoing and impelling dialogue.

Brand is Practical’s core which helps her to stand tall, pivot or propel forward. Practical regularly digests and processes inputs or influences, and does need healthy impetus to respond well to any challenges.

Practical often works to strengthen her core. It is where Practical clarifies, develops and nurtures her brand. She knows this part of her nourishes her and yet also needs ongoing focus, energy and time.

A Heart for Engagement, Communications and Activations

Next, we have Practical’s heart space. It’s big for good reason. She has a heart of gold which arises from her brand identity. Practical knows who she is and is inspired to move into many places.

From her heart, Practical connects, activates and engages. She communicates what she’s doing with people and other entities. She creates value, is open to possibility and potential, and sparks desire!

Practical welcomes feedback and strives for best practice and continual improvement. Sometimes she encounters uncertainty or her heart space is vulnerable, but that’s ok too. Practical’s stable foundation and considered brand support her ongoing empathy, understanding, helpfulness and creativity.

Armed with Strategic and Tactical Projects for Solutions and Touchpoints

Practical’s two arms work together. Projects are determined according to their primary motivation. There are overlaps. Strategic projects ultimately deliver solutions which are supported by tactical touchpoints. Sometimes, a project is purely tactical but is designed to support a strategic objective.

Strategic projects are for pieces which fit together to form an overarching framework such as strategies, policies, strategic or operational plans, reports etc; products; purposes; places and services. Tactical projects are for plans and programs; papers; promotions; pitches or campaigns. See Project Shaping

The outcomes and outputs of Practical’s projects culminate in her hands as solutions and touchpoints. Practical is clever, and when her arms are well developed, she can readily use both hands in unison, or one more actively in favour of the other. Although her hands do function independently, they are always connected. Often they work strategically and tactically, hand to hand.


A Likeable Brand Experience

Practical’s head and happy face represent the Brand Experience (BX) she generates. Positivity is the ultimate BX to ensure people return to her brand, that they revisit her as an entity and her offerings. As a design model, Practical is very helpful, and well, practical. This makes her smile.


Practical’s Components

A Practical Glossary

Kandure’s explainers for each strategic design component to help your understanding.


Brand is the identity of your governing entity, its vision, values, personality, behaviours and promise. Brand is multifaceted and does need to be strategically managed. Brand should also infuse everything the entity does or offers.

‘Branding’ is about how the brand looks and expresses itself to build recognition and trust in your offerings. Branding should always be consistently actioned, otherwise audiences become confused and lose trust in the brand and its offerings.

Brand Experience (BX)

Brand Experience is how the brand interacts with target audiences and the value the brand creates. The aim is to create positive brand experiences which are meaningful, impactful, helpful or purposeful, and wherever possible, experiences which delight and resonate.

Brand experience (BX) and customer experience (CX) are closely connected and often intersect. Where CX relates to interactions which are usually transactional, BX is broader and covers all interactions with the brand.


Communications is ‘what’ you or the brand says, ‘how’ it is said, as well as the methods or means used to communicate with audiences.

This includes listening. It is important to listen to feedback received from stakeholders and audiences, and make any necessary adjustments. In turn, being proactive will not only enhance perceptions of the brand, but also impact the brand experience (BX) associated with the brand.


Engagement is how you or the brand attracts, invites participation, consults, facilitates, or motivates people to engage with you and the brand’s offering.

Engagements can be in the form of in-person interactions, or via digital and socials. Marketing is also an engagement tactic.


Activations are how you or the brand moves, or how it creates the physical or digital places and spaces your brand is responsible for, and the actions associated with that.

Activations are usually created to align with strategic objectives, developed and promoted via engagement, and will often have their own targeted, strategic communications plan and tactics.

Strategic Design

Strategic Design can design, shape and adapt strategies as well as anything that will benefit from a strategic Human-Centred Design process.

Strategic Designers may come from different design environments eg visual design, industrial design, architecture etc See About Kandure 

Strategic and Tactical Projects

Very briefly, strategic projects create solutions of value and tactical projects create touchpoints to spark desire and deliver results.

To learn more about Kandure’s shaping of strategic and tactical projects or Kandure’s design principles, click the buttons below.

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