What Does the Future Hold for German Design Agencies?
Simon Betsch (KMS TEAM)
In this episode of Design Perspectives, host Philipp Thesen talks to Simon Betsch, Managing Partner of KMS TEAM, about the transformation of traditional agencies into strategic design consultancies. The focus is on how design creates tangible brand identities today, moving beyond pure design. The conversation covers AI as a technological turning point, new forms of collaboration, and the role of design agencies as learning spaces and long-term sparring partners for companies.
Chapter
(00:00:46) Presentation of the KMS team and its brand positioning
(00:03:33) Case study: Canyon Bicycles Holistic brand development
(00:10:04) The effects of AI on design and design processes
(00:24:31) Changing the way design consultancies collaborate with companies
(00:34:13) The future prospects for designers
>> The podcast is held in German.
Key learnings
Design consultancy as a long-term partner
Design consultancies such as KMS TEAM are evolving from traditional service providers into strategic advisors who work alongside their clients. The ‘one foot in, one foot out’ approach provides a unique perspective, enabling holistic support and the integration of cross-industry knowledge, while maintaining an external critical viewpoint.
AI and the future of design
Artificial intelligence is fundamentally changing the design landscape. While it is increasingly taking over technical and standardisable tasks, design remains a decision-making discipline that requires human creativity. Designers therefore need to focus on areas that machines cannot, such as conceptual thinking, contextual judgement, and achieving creative excellence that goes beyond purely statistical solutions.
Design consultations as learning spaces for young talent
Design consultancies remain valuable places for young designers to begin their careers. The variety of projects, fast pace and interdisciplinary exchange create an intensive learning environment. These experiences lay a solid foundation for individual careers and demonstrate the continued relevance and attractiveness of the consultancy model, even in an age of technological upheaval.
Guest:
Simon Betsch | Partner & CEO at KMS Team
Host:
Philipp Thesen | Professor of Human-System Interaction and Design & Innovation Consultant