In the 70’s Paul Watzlawick, a theoretician in communication theory and radical constructivism, defined five basic axioms in his theory on communication.
One of them is really famous:
One Cannot Not Communicate (Man kann nicht nicht kommunizieren)
Every behavior is a kind of communication.
Because behavior does not have a counterpart (there is no anti-behavior), it is not possible not to communicate.

If we apply this axiom to companies or people-in-business we easily understand why it is necessary to build a strategy before to design anything.
And this is the reason why I do believe it is necessary to provide a strong methodology before to start to talk about communication and design.
Communication without a strategy is like a speech without a content.
Design without a strategy is more an art exercise.

For this reason I have chosen to use the adjective ‘strategic’ to define the way I approach design and communication. A complex operation of semiotic engineering that helps to build a solid logical structure vital for a coherent system of communication.
Strategic Design is the wise orchestration of all the available Company’s assets. And it can be applied also to individuals in business.

There is an big difference between strategy and tactics.
Single actions, such as designing a visual identity, conceiving an innovative product, developing projects for comfortable working places can all be considered tactics. Without a strategy, tactic is a useless and fragmentary tool.
Tactics are a sort of brick that can be used to support strategy. The latter is something wider, a much more complex project identifying objectives, defining the steps to take and the use of the most suitable means and needs to be planned before having to face daily problems.

Strategic Design means simultaneously controlling:
Product design: product, families of products, shape, function, materials, colors, ergonomics, user interfaces.
Graphic design: corporate identity, company publications, events, info-graphics, packaging, promotions, advertising, signs.
Web design: internet, intranet, multimedia.
Environment design: offices, showroom, retail stores, trade fair stands.