Around 200 local companies have been discovering how design can deliver real benefits to their business, even during the current economic downturn.

They were attending a design conference run yesterday by Invest NI at W5 in the Odyssey in Belfast, the theme of which was to show how innovation and creativity could be integrated into any business model.

Guest speakers included some of the UK business world’s best-known designers and creative minds, alongside representatives from innovative local companies.

Among the big names were Wayne Hemingway of Red or Dead and Hemingway Design fame, Dan Germain of fast-growing drinks brand Innocent Smoothies and Sebastian Conran of iconic design house Studio Conran.

Invest NI’s managing director of innovation and capability development Tracy Meharg said: “Design plays a major role in successful businesses and can be a powerful tool for growth, yet it does not have to be difficult to incorporate or even involve a sizeable financial investment.

“This is especially important in the current climate as many businesses seek to cut costs.

“Our speakers today have demonstrated how a little creativity can go a long way towards setting a company apart from its competitors, whether through more eye-catching packaging, innovative marketing campaigns, improved product performance or a brand new product idea.”

Ms Meharg added: “In recognition of this, Invest NI has ramped up the support available from our dedicated design service.

“Businesses of all sizes, regardless of their previous experience in the field, can access a range of financial and advisory support which can help them harness the power of design. Since September 2008 more than 200 local companies have availed of the services on offer and we hope to engage with many more.”

Delegates engaged with guest speakers in Q&A sessions.

One-to-one meetings with an Invest NI design advisor were available for delegates.