Better by Design grew out of the Design Taskforce strategy, which promotes the use of design as a differentiator for products and services in export markets. The challenge was engaging New Zealand business at a leadership level, and changing the preconceptions of design being associated with aesthetics and output, rather than a fundamental business driver. This demanded a different approach, as images of design would only reinforce the status quo. The solution was to make voice visible.

Fletcher Construction has large construction sites around New Zealand, with thousands of construction workers involved. To educate workers about how wearing the right safety gear can save their lives, Fletcher asked Studio Alexander (Auckland) to create a site safety education program using environmental graphics at the work sites.