Defining Design Team Identity

Design leaders face critical challenges in defining their teams within larger organizations, especially when many are in their initial leadership roles. The transition from informal practices to structured management becomes essential as design teams grow beyond manageable sizes. For instance, a design leader shared how their team expanded from two to over 16 designers across multiple locations and recognized the need for clearer definitions of their team’s purpose and values. This clarity is vital not only for internal cohesion but also for maintaining effectiveness as teams interact with other departments and leadership structures.