We build the relationships and design the structures that make business transformation tangible.
Most transformation efforts fail not because the strategy is wrong, but because no one designed the moments where people were meant to experience it. Without that, change becomes a memo nobody reads, a rebrand nobody believes, a workshop nobody remembers by Monday.
Our work has supported the growth of individuals, aligned teams and reshaped brand experiences that move organisations forward. HERR Design Collective works at the intersection of relationships, creativity, strategy, communication and design execution.
Start with the man in the mirror.
You know the frustration of a plan that reads well in the boardroom and dies the moment it meets real people. You've felt the quiet cost of a transformation project that looked finished on paper and never truly landed. We close the gap between strategy, people and execution. We understand it because we have watched it happen too many times, and it is exactly what we are here to close.
“3 days of design can save you 3 months of meetings.”— Marty Neumeier
We design the relationship architecture that makes people flourish.
Building bridges, not silos
We naturally build bridges between management, boards and teams to provide a sense of comfort and stability in the face of uncertainty.
Built around who you are
We notice the unique strengths in your business and people, and draw on them to build something genuinely productive.
Clarity before commitment
We provide you with access to the knowledge and experience that empower you to make credible and well-informed decisions.
Flexibility under pressure
When facing complex situations, we allow our creative flexibility to realign your resources and your people into the most productive configuration possible.
Momentum that lasts
We share our energy and optimism generously, lightening what defines you and those around you. We design how you celebrate what you achieve.
For companies and consulting partners navigating transformation.
For executives and entrepreneurs building what people see, feel, value and remember.
For individuals, companies and institutions investing in people.
We leverage your insights, profile and background into unique qualities to provide you with highly personalised guidance, genuine encouragement, and tailored resources that empower you to reach your absolute best.
We act as dynamic conductors for your advisors, peers or teams, combining infectious optimism while naturally aligning each member's unique strengths and flexibly coordinating resources to drive highly efficient, productive results.
We connect your business network, sharing valuable insights and experiences while fostering an optimistic, unified environment that helps everyone see how their contributions fit into a meaningful, larger purpose.
Creative Business Design is the framework behind HERR Design Collective, delivering a layered process moving from deep human understanding to strategic execution.
Understanding deeply the real context: people, culture, markets and constraints. Collecting and studying information about users to guide how businesses, products, services and experiences are built.
A psychometric assessment that identifies a person's natural patterns of thinking, feeling and behaving, used early to understand the people at the centre of the work.
Proprietary framework rooted in empathy-led communication and work process design, a method for relationship building, productivity and agile collaboration across five layers.
Proprietary framework for aligning and integrating an individual or business vision among core personal and professional dimensions, focusing on people and strategic direction.
Human-centred approach to problem-solving, focused on deeply understanding human needs, challenging assumptions and creating practical, innovative solutions with the people who will live them.
Translate goals into systems, services, products and structures that are coherent, human-centred and operationally sound, bridging high-level strategy and concrete execution.
Partnering with executives, entrepreneurs and high-profile individuals that want to create, raise and communicate value that comes from transforming human potential into business results.
“Working with Antonio was inspiring once again. He creates the emotionally necessary, positive atmosphere, brings people together and guides them toward the shared goal. When people lose their way, he brings everyone back on track, connects individuals with their work and ensures that a group of strong individual thinkers works toward one goal so that, in a relatively short time, a result emerges that includes everyone's ideas, structured so clearly that a new concept takes shape.”— UHNW Individual, Investor, Luxury Real Estate
We curate teams, specialists and core members to serve you and your purpose.
HR Business Partner, UK
Designer, CH
Software Developer, CL
Art Curator, CH
Architect, CH
International Entrepreneurship, UK
Finance, CH
Art & Music, DE
Human Development, USA
Economics, VE
HERR Design Collective is a Zurich-based design consultancy and Creative Business Design practice working at the intersection of strategy, relationships and design. Founded by Antonio Herrera, the collective supports executives, entrepreneurs and organisations who need business transformation to move beyond the strategy document and become something people actually experience and adopt.
Unlike traditional management consultancies, which typically stop at the level of plans, frameworks and recommendations, HERR Design Collective focuses on the layer where transformation is felt: designed activities, workshops, leadership offsites, brand identity design, event design and the physical or digital spaces where change gets communicated and lived. The practice is built on a proprietary and renowned methodology. It begins with in-depth research and a Gallup CliftonStrengths assessment, understanding both the context and the people within it. From there it moves through the KOMPATH Method, rooted in empathy-led communication and work process design, and into the PRISM Method, a framework for aligning people, relationships and strategic direction. It continues through design thinking and co-creation and into strategic design execution.
This approach draws on Antonio's background in design, business, psychology and communication, alongside more than a decade of experience delivering projects for entrepreneurs, executives, founders, investors and high-profile individuals. HERR Design Collective works with a network of specialists and an advisory board spanning HR, software development, art curation, architecture, international entrepreneurship, finance and economics, so every engagement draws on the right expertise rather than a single generalist perspective.
Services are organised into three groupings. Consulting and Facilitation serves companies and consulting partners navigating transformation. Brand and Experience Design serves organisations building what people see, feel and remember. Mentorship and Education serves individuals and institutions investing in people.
Clients typically come to HERR Design Collective when a change management or transformation initiative risks staying theoretical, when a rebrand needs to be more than a new logo, when a leadership team needs a facilitated space to align, or when a founder wants to build a business with intention rather than by accident. The practice works fluently in English, German and Spanish, serving clients across Switzerland and internationally.
Event brand identity design and identity direction: typography system, colour world, stage backdrop, Instagram filter, digital-to-tangible installation, plus a team workshop.
Engaged as art director by an international events agency for a gala in Lucerne. Two complete concept directions, guest journeys, venue strategy across three locations, full visual direction.
Name and brand identity in use today, high-fidelity funnel website, certification and onboarding systems with form automation and a supporting business case.
Communication programme for an IT company navigating structural change: stakeholder workshops, communication strategy, a brand value pyramid and the first implementation stage.
Event design and organisation for an employer award. Assembled the supplier network and scoped a multi-year collaboration with structured work packages.
We do not share detailed information about our partners in order to protect their privacy. Case studies and testimonials are communicated in a way that does not reveal confidential information.
Working with us takes three steps, and none of them requires you to change how you already work.
We begin with a short call to understand where you are, what's at stake and what a good outcome looks like for you.
Together we shape the right approach, whether that's a single workshop, a brand engagement or an ongoing mentorship, matched to your goals and timeline.
We move into delivery, staying close throughout the process, so the result isn't just handed over. We co-create together.
Whether you are leading a change initiative, building a brand or shaping the next chapter of your business, the first step is a conversation.
