Phase II: Design

Now that you’ve established your foundation—built the business case, assembled your team, and developed cultural intellingence—you’re ready to start building relationships, researching, preparing, and creating your campaign through a structured co-design process.

Trust lays the strategic groundwork, while inclusivity brings that strategy to life through creative execution. This phase works best as an iterative cycle—moving through TRUSTED, then INCLUSIVE, and back again—refining ideas and approaches until you’re happy with the result and your message demonstrates cultural integrity and audience ownership. 

CHAPTER 4: BE TRUSTED focuses on designing the framework for a successful NX campaign that draws on everything developed in the THINK stage. You’ll learn how to set objectives grounded in audience insight, map the cultural and demographic landscape being communicated within, and define clear personas and channels to use.

CHAPTER 5: BE INCLUSIVE helps prepare your campaign for launch. You’ll use all the information you gathered in CHAPTER 4 to create an inclusive strategy that allows you to develop deeply inclusive creative elements using a process of structured co-creation with your audience.

Together, these chapters will help you move from understanding your audience to creating with your audience, establishing trust and inclusion as the dual engines of every NX campaign.