People buy meanings

Designing great products, brands and business strategy is more than having the right features, latest technologies and coolest look. It’s mastering the emotional and cultural meanings that drive consumer behaviour.

Meaning-centred design transforms this often-unrealised value into commercial opportunity with the power to shift markets.

Every business has assets to create new meanings in the market. Every culture is constantly evolving to need new meanings.

Meaning-centred design’s advanced cultural analysis techniques turn this complexity into strategy. Its design practice turns theoretical strategy into physical reality where products mean more and make a difference to the bottom line.

Meaning-centred design requires the ability to see the world as it is and how it could be different. But it doesn’t rely on creative genius or the trends everybody else is already following.

It's a system that identifies the potential cultural value of a business from its existing brands, products, technologies, channels and capabilities and creates clear decision structures for executives to navigate those possibilities and deliver growth.

Blended specialisms

Specialists who love other specialisms

We are a diverse group of specialists, yet our people are experts in more than one discipline. Our cross-disciplinary approach is seamlessly brought to bear on a given design opportunity, ideation strategy or business problem.


Business strategy
Design strategy
Range curation
Pipeline planning
NPD planning


Discursive analysis
Contextual research
Consumer immersion
Iterative co-design
Physical and cognitive
human factors


Cultural trends
Behavioural trends
Social trends
Technological trends

Product design

Concept generation
CMF forecasting and specification
Manufacturing liaison

Packaging design

Concept generation
Pack structures
Production liaison

User experience

UX digital
UX physical
UX interface


Brand strategy
Visual identity
Verbal identity
Branded environments
Brand architecture
Brand guidelines
Brand engagement

We are still using the insights, and have a tonne of things happening that trace their way back. Meaning-based innovation resonates.

Lyle Clarke
Senior Manager of UX Concepts
Bang & Olufsen

Great design outfit. The type of people that I can always trust to deliver excellent creative solutions.

Whether its brand identity, structural packaging or device design and development, Precipice always deliver to the highest quality.

Georg Toufar
Chief Marketing Officer and Board Director,
Mundipharma International

...Precipice are truly grounded designers, researchers and analysts... In this overcrowded world of stuff, this really helps us to address the more subtle, deeper meanings that design has to deliver in order to win...

Mark Bickerstaffe
Director of New Product Development,
Kohler Kitchen & Bath, Europe & Asia Pacific