To achieve the CEO’s strategic goals, a visionary design strategy has to be created. This chapter shows how a distinctive identity and its story initiates this strategy by focusing attention on a unique concept. The chapter begins with an explanation of identity across geographical areas and the impact this has on a business. It then progresses to storytelling and how this provides design research, a rich source of stories and material upon which a business identity and conceptual design can be formed for the company or branded product.