Yasushi Kusume has over 25 years’ experience in the design profession. He has has led brand design for household names like IKEA, Philips and Electrolux.

At IKEA, he leads, develops and establishes prerequisites and ways of working in their new business and innovation activities – creating a company vision and helping incubate of new business opportunities.

Prior to IKEA, he was Vice President of Brand Design Identity & Experience, and of Competence Development, for Electrolux Group Design at AB Electrolux. There he was responsible for the ongoing orchestration and creation of a design identity for the Electrolux brands. This entailed not only creating a full brand experience for the company’s products, services and touch points, but also driving the development of all design competences relevant to the continuing competitive power of Electrolux Group Design.

Before he joined Electrolux, Yasushi Kusume was Vice President of Brand Design and Creative Direction for Philips Design at Royal Philips Electronics. Among his responsibilities were the direction and leadership of Philips’s brand design and creative direction management. He also directed various brand-related, mission critical projects for Philips worldwide, such as Next Simplicity, Simplicity Event, and Company Design Identity.

He is co-author of the article Empowering Creativity in the book Sustainability Challenges and Solutions at the base of the Pyramid and the book Brand Romance.

Articles by Yasushi