The Design Center, Afghanistan

Funded by USAID

Consultant in Product Development & Design, Marketing, and Training

Creating a center with specialized services for the artisans in a complex environment.

In 2007, Daniela was invited to work in Aid to Artisans Afghanistan project and set-up a Design Center to provide services to artisan small enterprises that belonged to the Afghan Women Business Federation (AWBF) and also to develop a Design Mentoring Program directed to young women.

The project aim was to provide Afghan artisan groups and enterprises with a Center with information, market research and training programs with the goal to improve their access to the market

Daniela designed the training programs and services. Design Center brand was designed inspired in a Gazni embroidery icon suggesting two elements united, representing two organizations working together.

Developing a local retail market analysis in such a complex environment such as Kabul was a challenge however the Design Center Launch Event was successful in sales as well as the Christmas event. The exhibitions were directed to ex-pat population in Kabul where hundreds of NGOs had their offices.

Design Mentoring Program for young women

Daniela created an 18-month long “Designer Mentoring Program” for young ladies in Kabul in order to provide them with the proper tools for working in design and product development as junior designers.

Training included cultural research, market analysis and strategy development. The selected ladies fully participated in the design and planning of retail exhibitions in Kabul as well.

Women Producers Academy, Herat

Daniela has also been a Product and Training Consultant for client Global Goods Partners in the “Women Producers Academy” project in Herat, Afghanistan.

The project also included capacity building and training to the Academy staff.

Daniela trained the ladies to develop new designs based in traditional icons and images embroidered in old textiles pieces and give them a new look.