How value proposition design defines (and redefines) our services as a design studio. In a snapshot; we’re helping people create new business value through design.

Value Proposition Design
“Design drives innovation; Innovation powers brand; brand builds loyalty; and loyalty sustains profits. if you want long-term profits, start with Design.”— Marty Neumeier

1. What is Kocha?

Long story short, “Kocha is my grandfather’s surname, and I dedicate my studio to him. Certainly, it requires more than your best to provide the services when you represent someone you love” —said Kocha, Studio Co-Founder.

Kocha’s grandfather

2. Value proposition design from a conceptual point of view

First of all, I started to create our value proposition design by fascinating words. Also, words limit human perception. Therefore, most people cannot imagine further than their words.

For that reason, I used “Brand Desk” to push the boundary and help me go beyond my library of words.

Briefly, Brand Desk is a stack of cards that describe how we want to be perceived by our audience. Each card contains a word and its opposite word on the other side.

Kocha Value Proposition Design - Brand Desk

Defining who we are (and who we are not)

As result, I used Brand Desk to carefully craft five words that fascinate who we are, as well as another five words of who we are not.

Respectively, we are ‘Timeless’, ‘Simple’, ‘Focused’, ‘Curious’, and ‘Experimental’.

In contrast, we are not ‘Aggressive’, ‘Exclusive’, ‘Futuristic’, ‘Mass-market’ and ‘Serious’.

Kocha Value Proposition Design - Brand Desk

Furthermore, I describe each word on my terms to be more specific for my studio context.

We are:

  • Timeless—Sustainable.
  • Simple—Honest.
  • Focused—Mindfulness.
  • Curious—Imaginative.
  • Experimental—Creativity.

We are not (with a reason why we are not):

  • Aggressive—We put people first and, then, work toward happiness.
  • Exclusive—We’re accessible, affordable, and accountable.
  • Futuristic—Fully present is our priority. We are now.
  • Mass-market—Instead of mass-market, we rather have our point of view.
  • Serious—We are serious about not being serious.

Finally, I have a common ground to reframe the studio value propositions. Unsurprisingly, the ‘Mission’ and ‘Vision’ unfold itself into a clear strategy statement.


3. The strategy framework

To keep it simple, here is a formula to create our strategic framework.

Who we are × Experiences × Services = Value Proposition Design

As shown above, our formula is (Fascinating words that define who we are ) × (over 10 years of experience in design industry) × (years of experience running our design studio) = Our strategic framework to create value proposition design.

Kocha Value Proposition Design-Mind Map

Our mission

“Building relationships and helping good people to create new value through design”

People will forget what you did but will never forget how you made them feel. Without a doubt, most of my meaningful work is usually started by a good relationship with the clients.

Building relationships are our studio’s priority—we succeed only when our clients achieve their goals. Therefore, we are as good as our clients.

In a nutshell, you may wonder how we define good people; we determine good people by how they treat other people.

Our vision

“Bridge the gap between strategy and execution”

Unlike a typical studio or agency, our studio is owned by the designer and serves as the primary contact. Consequently, we leverage our expertise to craft our services.

After all, we approach a project from a strategic point of view and make a positive impact through experienced execution.

“Vision without action is a daydream. Action without vision is a nightmare.”—Japanese proverb

Our strategy (2017–2021)

“Under the concept of—Design studio as an art museum”
  1. Building an agile design studio framework (1–3 years).
  2. Curated designer (artist) with the client project (artwork) (1–2 years).
  3. Start over, working on a new studio concept (collection of exhibits).

4. Our studio framework

At the time I wrote this article (Feb 2019)—I’ve learned (the hard way)—to develop some of our studio’s framework and define our value proposition design, which includes:

Our core values: How do we run our business

  1. Anthropology—We identify and deliver our value from the perspective of the people who use our products and services.
  2. Balance—We are striving for the best possibility via fewer possible resources.
  3. Creativity—We allow our minds to make new connections between seemingly unrelated ideas.

Read more →

Our design process: How do we design

  1. Imagination—Start from the conceptual point of view.
  2. Design—Visualise concepts.
  3. Experimental—Work through the concepts.
  4. Affordance—Functionalise the concepts.
  5. Simplicity—Constraints and simplification its forms.

Read more →

Our design standard: How do we judge a good design

  1. Feeling—Is it appropriate and aesthetic?
  2. Thinking—Does it solve the right problem?
  3. Sensing—Does it have the right balance?

Read more →


5. How do we apply our value proposition design

Of course, we approach each project differently depending on the context. Even so, we used our studio’s framework to articulate the value proposition design and create the design system.

Let’s see some simple sample design—our studio business card.

Kocha’s Business Card

Our core values:

  1. Anthropology—We (a design studio) as a client; we need a business card that creates a conversation.
  2. Balance—The business card should be simple and easy to reproduce, but still relevant to the person who may receive it (our client).
  3. Creativity—We need a dynamic business card that can be personalised with the intuitive design.
Kocha’s Business Card

Our design process:

  1. Imagination—We work from a perspective of people who are going to receive this business card.
  2. Design—We create a lot of design variation at an early stage to discover design concepts.
  3. Experimental—We prototype each concept to experience the idea.
  4. Affordance—We define a valid function of the business card.
  5. Simplicity—We eliminate unnecessarily elements to create an honest form as well as its materials.
Kocha’s Business Card

Our design standard:

  1. Feeling—Clean, Strong grid, beautiful typography, and excellent paper material.
  2. Thinking—The design is easy to navigate and still contains a piece of dynamic information.
  3. Sensing—Not over-designed. Leave a space for people to discover some meaningful services themselves.
Kocha’s Business Card

That was our studio’s internal project; now, let’s see what people say once we applied our value proposition design on our client project.

“It’s hard to articulate exactly… but there’s an attention to detail in every question Kocha asked and every interaction we had along the project’s journey… not to mention every artefact he delivered. Just a delight to work with.”—Andy Coffey

“I started working with Kocha when our product was at it’s very inception. Building v1.0 of a new product is extremely challenging, but with Kocha’s help our product has come to life in a wonderfully intuitive way.”—Carl Prins

“Kocha combines (in no particular order) a deep empathy for the end user, an intimate understanding of design principles, especially around UI & mobile, a meticulous and solid work ethic and an all round friendly demeanour.”—Vincent Turner

Read more →


6. In conclusion

As a studio owner, there are three crucial things: (1.) Things we know, (2.) Somethings we don’t know, and (3.) Things we don’t know that we don’t know yet.

Value proposition design helps me to unpack the things we don’t know that we don’t know, and it makes other things a little easier.

We are a happy design studio in Sydney. We design mobile apps and brand identity for amazing people like you!

Drop by to check our work at

Warm regards, Kocha


Next blog

What is design standards and why should you care?