How Design for Good defines briefs and measures impact

We’ve talked to many design leaders who have burned out after a decade or more of corporate work. But after 17 years at Philips designing health innovations, Cecilia Brenner wasn’t burnt out…she loved it. And she wanted to find a way to scale her sense of purpose, so she joined Design for Good as Managing Director, and found a way to work with hundreds of designers who want meaningful impact without leaving their day jobs.

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Design for Good mobilizes what Cecilia calls a “radical global action collective”—1,600 designers from companies like Philips, Lloyds Bank, and others—to tackle UN Sustainable Development Goals through focused, two-year cycles. Their first cycle addressed clean water and sanitation. Now they’re working on quality education. And here’s the twist: everything they create is open source.

In our conversation, Cecilia explains how Design for Good measures real impact (not estimated future impact), why they chose to focus on one SDG at a time instead of spreading resources thin, and what it means to design for “all life,” not just human life. If you’ve ever wondered how to find more meaning in your design work—or questioned whether purpose-driven projects actually move the needle—this episode offers a surprisingly practical model.

Bio

Cecilia Brenner is the Managing Director of Design for Good, a global alliance dedicated to creating lasting, measurable impact for the United Nations Sustainable Development Goals (SDGs). Since joining in May 2024, Cecilia has successfully led the charity in mobilising hundreds of creatives to design in close collaboration with NGOs and affected communities worldwide.

With over 25 years of international experience in design and leadership, Cecilia is a catalyst for inclusion, innovation, and impact. She previously served as an Experience Design Director & Business Partner at Philips, where she spent 17 years improving people’s health and well-being through meaningful innovation, building high-performing, engaged global design teams and communities, as well as leading transformational programmes with a unique blend of network leadership, team-building excellence, and strategic insight.

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