Design and consulting

Rebuilding value around outcomes

Pentagram

Since 2017

Showcasing the depth and influence of the world's premier design collective
OXMAN

2022–2024

System-level change through nature-centric design
KPMB Architects

2023

Unlocking the potential of the built environment

AI is unbundling the economics of the design and consulting industry. Execution is being automated at scale, forcing firms to reposition around what remains defensible, yet most are absorbing efficiency gains through over-servicing and conceding discounts while ungoverned tool sprawl accumulates risk in the background.

The opportunity is already being captured by a few. Growth is concentrating among firms that have separated strategic work from commoditized execution, and proof of success is expected to overtake brand reputation as the leading driver of B2B purchase decisions.

To ensure their transformation is successful, design and consulting organizations must align brand, experience, and technology as one system. AREA 17 helps them make that happen.

Read our full design and consulting market insights report here.

Premium margins go to firms that separate strategic expertise from execution, tie every brand claim to measurable outcomes, make AI and data governance a visible part of their promise, and turn their accumulated body of work into a conversion asset that demonstrates depth before the first conversation. In a market where proof is overtaking reputation, firms that make expertise self-evident rather than self-proclaimed command the pricing others are forced to concede.
Clients see the speed AI enables and push back with discount demands because agency journeys have not been redesigned to make the reinvestment into strategy visible. The firms pulling ahead bring experts into earlier phases, turn reporting into an outcome-linked experience, and make their accumulated body of work searchable and explorable for internal teams and prospective clients alike.
AI is already embedded across the operating stack, but organically rather than strategically. Overlapping tools, weak integrations, and absent governance create liability faster than advantage. The firms building durable platforms are those rationalizing their stack into interoperable systems, instituting explicit AI governance across all tools, and using analytics to guide margin and pricing decisions rather than just automate tasks.

“We're delighted with AREA 17's work—exceptional design, a user experience that solved business challenges, and optimized lead generation.”

“AREA 17 excels in three areas: understanding digital needs, simplifying complexity, and elevating ideas with design. It's a pleasure to work with a team great at all three.”

“AREA 17 not only did a great job on our site, but structured a process that led to interesting discussions, clear decisions, and a result that we can claim as the best expression of our thinking and work.”

“The AREA 17 team is attentive, available and they never leave a problem unsolved.”

“Few agencies in our experience can maintain a sophisticated understanding of the client’s brand while delivering truly exceptional quality design, as these are wholly different skills.”

“AREA 17 structured a process that led to interesting discussions, clear decisions, and a result that we can claim as the best expression of our thinking and work.”

Dafna Sarnoff
Directrice du marketing, Intersection
Michael Bierut
Partner, Pentagram
Michael Bierut
Partner, Pentagram
August Dine
New Business Coordinator, Pentagram
Joseph Wisne
Partner / CEO, Roto
Michael Bierut
Partner, Pentagram

Design and consulting index

Pentagram

Showcasing the depth and influence of the world's premier design collective

Since 2017
Rockwell Group

A digital stage for a storied design firm

2024–2025
OXMAN

System-level change through nature-centric design

2022–2024
KPMB Architects

Unlocking the potential of the built environment

2023
HARI

Inspiring laughter and optimism

2009–2023
PA Consulting

2022
McKinsey

2022
Translation

Make culture not ads

2018
Atelier Flow

2018
Intersection

Connecting cities and people

2017
Roto

2017
Atlas

2016–2017
Lippincott

2016
Landor

2015–2016
The Webby Awards

2013–2016
GLG

2014
Ora-Ïto

From designer to brand

2010–2014
Stalkr

2013
Coroflot

2012
1212 Entertainment

2011
Vertical Garden Design

2011
SustainAbility

2010

Design and consulting

Rebuilding value around outcomes

Pentagram

OXMAN

KPMB Architects

Rebuild positioning around outcomes and proof, not creative

Align client journeys with AI-accelerated delivery and expert-led value

Converge fragmented tools into a governed and integrated operating platform

Design and consulting index

Pentagram

Rockwell Group

OXMAN

KPMB Architects

HARI

PA Consulting

McKinsey

Translation

Atelier Flow

Intersection

Roto

Atlas

Lippincott

Landor

The Webby Awards

GLG

Ora-Ïto

Stalkr

Coroflot

1212 Entertainment

Vertical Garden Design

SustainAbility