It is clear that there is a critical gap to fill. We need to redirect top-tier design to industries that genuinely need it. What we don’t need is another wave of disposable consumer products nudging us closer to our own demise.

Part of redirecting the value of design is raising the bar for visual communication for sectors where ideas are complex, technical and often poorly explained.

In Australia, for example, the standard of 3D and CGI visualisation still falls behind what’s produced in Europe. Technical founders and scientists rarely have access to the same calibre of visual storytelling that global consumer brands take for granted. The result is predictable: breakthrough ideas look vague, incomplete or uninspiring — not because the science is weak, but because the way it’s communicated falls short.

This gap persists for one simple reason: we tolerate it.

There needs to be a shift on both sides. Designers must recognise the opportunity and responsibility, to apply their skills beyond trend-driven industries. At the same time, innovators and technical founders need to understand that design is not just aesthetic. The most valuable design outcomes emerge when creativity is paired with strategic, systems-level thinking.

This is where Design Thinking comes in. More than a method, it’s a mindset for working across silos, helping complex ideas move from insight to execution. It doesn’t belong to any one discipline, but thrives in the space between them — translating breakthroughs into outcomes people can understand, support, and act on.

More on how PUBLIC applies Design Thinking to high-impact projects here →.