Stars_1 Path copy-04.jpg


In this context, character is defined as the distinctive nature of something. It is conceptually simple: Character is created and maintained by being recognisably different in nature from competitors, even if you are selling a similar product or service.



Trust is inarguably the most complex and controversial of all five elements. Harder to earn and much easier to lose, building trust requires the investment of time and effort. The aim is always to become reliable and maintain values and promises by delivering more than expected. It is a fact that today’s customers tend to be more disloyal than in the past, thanks to a profusion of choices and too little time.


Stars_1 Path copy-05.jpg


Being desirable means much more than simply being aesthetically pleasing. We must also ask ourselves: Does our design identify and solve a particular problem? How useful, usable, and accessible is the product or service we are presenting? There are two main variables that must be taken into consideration to make a product or service desirable.


Consistency is the place where everything begins and ends. We live in a hectic world and a single, brilliant idea may not be enough to ensure sustainable, long-lasting growth. Rather than rely on a stroke of genius, we must consistently distinguish ourselves from the crowd. To be desirable on different levels, we need to engage the public with a compelling story, make them feel like they are part of the journey, and seek to renew trust by providing evidence of our competence and reliability.


To infuse meaning into our designs, we must share and communicate values and distinctive points to the public. It is essential that we take a new approach in the way we communicate with the public. These days, it is not enough to limit communication to describing a product or service. It has become vital to engage the public on a deeper level with the hopes of creating a strong sense of empathy.


The model is a tool to address and ease the complexity of design. Its aim is to give you a different perspective on how complex systems such as business design can be approached and successfully implemented. The model can be used both as a developing framework and/or as a method of evaluation, to identify areas of improvement. The aim is to identify a specific developmental sequence and reach for balance among the principles.