Communications strategy for Designer of the Year
Cruso OTAP benches Julien Renault
As part of our partnership with Knack / Le Vif Weekend for their annual Designer of the Year award, COVERED supports the selected Belgian designer with a six-month communication and international PR campaign. This collaboration ensures that the recognition becomes a strategic moment to elevate the designer’s profile within both the Belgian and international design communities, fostering greater visibility and professional growth.
Our approach
While each Designer of the Year brings a unique voice and practice, we follow a clear and adaptable framework to guide them through the six months following the announcement. Our priority is to ensure that the designer makes the most of this moment, translating the recognition into meaningful visibility and opportunities.
1. Studio visit and research
We begin with a studio visit to get to know the designer and understand their practice, references, and goals. This conversation helps us identify the core messages and opportunities that will maximize their visibility in the right contexts.To establish credibility and coherence, we focused on three strategic pillars:
2. Communication planning
Based on the designer’s calendar and ambitions, we build a communication plan that outlines key moments during the six-month period. This includes recommendations around product or exhibition launches, partnerships, or other moments that may benefit from public attention.
We advise on the timing of releases, formats for content, and relevant collaborators, such as photographers or stylists. We also act as a sounding board for the designer as they navigate new opportunities and requests.
3. Press and editorial support
We write and distribute a press release to announce the Designer of the Year title. In the following months, we support the designer with additional press materials as needed. This may include writing press releases about new projects, collaborations or exhibitions.
We prepare press kits that include biography, imagery, and contextual information. Our goal is to ensure that journalists, curators, and other stakeholders receive clear and well-edited materials that reflect the designer’s identity.
4. Support with partnerships and introductions
We support the designer in identifying or formalising partnerships with institutions, brands, galleries, or media. When relevant, we introduce the designer to potential collaborators and advise on communication related to these partnerships.
5. International press outreach
We conduct targeted outreach to international press contacts in design, lifestyle, architecture, and cultural media. We focus on in-depth editorial coverage that positions the designer within a broader context, rather than short or repetitive mentions.
Why this matters
COVERED helps the laureate define their message and bring it to the right audiences over time. Rather than treating the award as a one-time announcement, we treat it as an entry point to a longer public conversation. Our support helps the designer take that step with clarity, consistency, and confidence.
