In 2012, the IDZ – along with the German Design Council, PLEXGROUP and DESIGNERDOCK – developed the further training program »Design & Company«. The project addressed self-employed designers who were interested in gaining more skills in finances, law, management, communication and marketing.

Until July 2015, »Design & Company« imparted entrepreneurial thinking and leadership skills through series of workshops, individual consultings and field trips. The program included practice-related topics, such as copyright, acquisition strategies or the development of convincing Elevator Pitches. Participants learned also about new approaches and methods, such as Storytelling, Design Thinking or Service Design. All events which have been provided by »Design & Company« from 2012 to 2015, can be viewed in a documentation.

IDZ Publication »Ich bin... Ich kann... Ich biete«

Workbook for a successful market positioning for self-employed designers

Besides the program »Design & Company«, a workbook about market positioning was conceptualised.
To describe the range of services is often very difficult, especially in creative working fields. Of course, every process is different and creative services need to be unique. But nervertheless: to become a successful designer one has to create a clear image of the skills and service one provides. A market positioning can only be obtained by a specific communication of this image. The IDZ workbook helps designers to develop a market positioning which fits their own profile and convinces potential clients.

Product Information

Editor: Internationales Design Zentrum Berlin e.V. (IDZ)
Authors: Cornelia Horsch, Esther Schaefer
Year of Publication: 2015 Berlin
48 pages; 165 mm x 230 cm; b/w
ISBN 978-3-9811519-6-1
Price: 8,50 € (inkl. MwSt. und additionally 2,50 € for shipping and packaging within germany, the price for shipping into other countries might vary)

The workbook can be ordered via e-mail with the following information:
Number of publication
Full name
Delivery address
p.r.n. Billing address (if it varies from delivery address)

You will get an order confirmation via e-mail. Afterwards, the workbook as well as the bill will be sent to the given delivery address. Please remit the billing amount after receiving the product. You will find the bank account on the bill.

Sponsors and Partners


The Project was supported by funds of the development programme »Qualifizierung Kulturwirtschaft – KuWiQ«, which was initiated by the Berlin culture administration to support non-professionally further education programms for the creative sector. The funds were provided by the Europäische Sozialfonds (ESF) until 2015.


German Design Counsil
The German Design Council is an independent and internationally operating institution which helps companies to efficiently communicate design skills. It also focusses on strengthening the public understanding of design. Founded in 1953 on the initiative of the German Bundestag, the German Design Council campaigns for good design by organizing competitions, exhibitions, conferences, lectures and publications. Currently, more than 200 national and international companies with more than 2 million employees are members of the foundation.

The independet and owner-managed agency group Plexgroup works in the fields of design, branding and architecture. For 25 years now, it develops solutions concerning communication and brands for more than 200 prestigious customers from manufacture, culture and service industries.

This company was founded in 1996 and is now the most successful agency for personnel procurement in the national communication field. Designerdock counsels ad- and media agencies, design bureaus, big and medium-sized firms in Berlin, Dusseldorf, Frankfurt on the Main, Hamburg, Munich, Stuttgart, Vienna und Zurich.


Jutta Brinkschulte
T +49 (0)30 61 62 321 - 24

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