The name is deceptive: Though they're called BMW DesignworksUSA, they design a lot more than BMWs and they've got branches in Munich and Singapore in addition to their California studio. Ever wonder what it's like to work for these guys, who boast clients like Airbus, Adidas, HP and Whirlpool? Design Droplets has an interview up with Sonny Lim, Senior Designer at the Singapore branch, detailing his experiences there--which go beyond simple design and into the murky depths of the nebulous field of design strategy. An excerpt:

Sonny Lim: ...We can show other companies how to define their entire product range in order to stand out, how to create new innovative products & services, how to become a design leader, how to be more sustainable and so on. It is much more holistic and mature approach towards design.

You have to look very closely at the world around you. A good analogy would be an architect who creates a city wide master plan rather than designing just one building. Or a graphic designer creating a complete corporate identity and not just a logo. The impact of strategic design on a company is much larger and more permanent.

Personally I think this approach and project mix makes it one of the most exciting design consultancies in the world. And we definitely have the longest name.

Read the full interview here.