Creative outsiders and first-time founders are redefining what used to be called corporate design in a more holistic and playful way. A breath of fresh air from a new breed.Striking corporate design is a must-have for any new business. For the outsiders and first-timers entering the market, corporate design is not an add-on, it is part of the soul of the business itself. And it demands fresh ideas unfettered by standard approaches.This book presents real examples from shop owners and mechanics, dentists and organic farmers¿-businesses discovering corporate design for the first time¿-as well as from traditionally creative companies like marketing agencies or restaurants, and hotels. With profiles and photographs it explores their novel approaches to corporate design.