An investigation of how design managers in organisations in Bahrain manage and evaluate visual communication design for strategic advantage




Journal Title

Journal ISSN



Volume Title


De Montfort University


Thesis or dissertation

Peer reviewed


The role of visual communication design continues to increase in importance around the world. In Bahrain, organisations are increasingly considering visual communication design as a means of accomplishing organisational goals.

The research aims to understand the process by which design managers in organisations in Bahrain manage and evaluate visual communication designs to gain strategic advantage. Even though the management of visual communication design has not yet been recognised as a separate category of design management in Bahrain, its processes and approaches may differ from other management applications.

This research opens with a contextual overview of the visual communication design management field, before presenting an understanding of how visual communication design can be utilised as an innovative approach to the strategic structuring organisational thinking. Methods have been developed for investigating how Bahraini client design managers manage visual communication design projects. Observational studies and interviews with client design managers and creative directors have been conducted to obtain an understanding of the visual communication design process, together with evaluation procedures in the Bahraini context. These empirical investigations have led to the development of a conceptual framework that describes the visual communication design management process and the evaluation procedure that is carried out by client design managers in Bahrain.

The remainder of this thesis explains the outcomes of each phase of the research. The unique contributions of this study are embodied in a discussion of the findings together with reflections and recommendations for those involved and interested in design management in Bahrain.



Design management, visual communication design, design strategy, design process, design evaluation process



Research Institute