Design Thinking for Life
Neal Design Co

Most people make the mistake of thinking design is what it looks like. People think it’s this veneer — that the designers are handed this box and told, ‘Make it look good!’ That’s not what we think design is. It’s not just what it looks like and feels like. Design is how it works.
— Steve Jobs
Learn More

Design Thinking

Design Thinking is a methodology used by designers to solve complex problems,
and find desirable solutions for clients.

Design Thinking draws upon logic, imagination, intuition, and systemic reasoning,
to explore possibilities of what could be, and to create desired outcomes that benefit the end user (the customer). A design mindset is not problem-focused, it’s solution focused, and action oriented. It involves both analysis and imagination.


Benjamin Neal

Award winning, innovative Global Creative Director and Marketing Leader with technical expertise in design thinking and delivery of integrated print and web/multimedia marketing communications to b2c, b2b and b2e audiences. Directs highly complex projects that build / optimize organizational processes to maximize business results. Resourceful strategist who transforms strategic plans into workable solutions establishing a lasting presence in new markets, identifying growth opportunities, and initiating strong business alliances. Develops international products to drive bottom-line profits. Keenly focused on customer needs and service levels that directly contribute to key performance indicators.


The Work

Muddy Run Construction
180 Promotions Identity
IBIL-TransUnion India Co-Brand Logotype
Friends of Steven & Children’s Memorial Hospital
Todd Szwajkoski Identity
The Motion Studio Identity
MarketForward Identity
Motorola Leadership Supply Logotype
Becker CPA Review Direct Mail
Eventurnal Logotype
Phenom Sport Aerobics Logotype
TransUnion Trend Data App



Innovative and Collaborative
Leadership Style

Creating the flow of ideas within an organization is multi-faceted. First, foster the discussion and discovery of ideas by creating an open environment based on trust, appreciative inquiry, and transparency. Next, convene the right talent, the very best minds, tasked with generating ideas. Together, set the goals using a strategic framework for collaboration. Then, use a collaborative process to encourage and capture creative solutions with participation from all areas of responsibility. And finally, step aside and let the people in your company do their work.

Graphic Design,
Environment and Motion-graphics

At its most basic level, visual communication design (formerly graphic design) is a creative process that combines the visual arts and technology to communicate ideas. By controlling color, type, movement, symbols, and images, a message can be transformed into visual communication that transcends mere words and pictures to inform, educate, persuade, and even entertain a specific audience.

Agile and Scrum Methodologies

Iterative approach to project delivery that produces incrementally from the start of the project, instead of trying to deliver it all at once near the end. It works by breaking projects down into little bits, prioritizing them, and then continuously delivering them in short cycles to ensure the management of client and internal expectations and scope creep.

User-Centered Design Disciplines

Simple dialogue allows the customer drive their personal experience with minimal mental effort. Combined with an expression of information that is clear and consistent, with adequate navigation mechanisms and feedback isn’t just essential, it’s simply helpful.

Process Mapping and Development

One of the oldest, simplest and most valuable techniques for streamlining work. It is also subtle and requires experienced facilitators for best results. Benefits of Process Mapping include identifying waste, better efficiencies, standardization, promotes deep understanding and helps to build consensus.

Integrated Communication Strategies

Communications should be viewed as a strategic imperative for high performance and growth. The What of your communications requires segment planning. This captures decisions about the nature of different product messages and where. Simply put, reasons why a consumer should buy your product, or information about your company at different stages of the buying cycle.

Product Development

In the age of The Entrepreneur protection of one’s ideas and quality are just the tipping points when bringing a product/service to market. Agile methodologies allow organizations to continuously interate their products/services if mechanisms are in place to continuously solicit feedback from the end user and retailers.

Process Efficiency Improvement

Improving process is obviously more than automating redundant tasks that we are too lazy to continue to do. With real knowledge of how the work gets done, having a systematic way of tracking numbers to remove waste and empowering employees greater focus can be applied to your customers.

Production Management

Production Management isn’t just Project Management. More often than not Resource Management gets overlooked in the production process. Fitting the right resource to the right project is great and having knowledge of resource capacity on-hand is even better and when tracked over time, the metrics deliver the business case to increase or reduce staff.


Over the course of a 20 year career I’ve been fortunate to have worked with many brands applying Design Thinking and implementing creative solutions ranging from traditional marketing communications and branding initiatives, application design and customer experience to internal operational processes. Below are just a few organizations that I’ve had the pleasure of working with.

  • Bayer
  • TransUnion
  • Galderma
  • Nike
  • Nuveen
  • USPS
  • McDonalds
  • Loréal Paris
  • Jung Institute of Chicago
  • Evogen
  • Chicago Board of Trade Clearing Corporation
  • DeVry
  • MMC Contrators
  • Mercury
  • Motorola
  • T-Mobile
  • Publicis Groupe