At the Readership in Strategic Creativity at Design Academy Eindhoven we explore how design and creativity can play a strategic role in society and economy at large and in particular in service innovation. We do this with a 'thinking through making' approach where design and reflection merge. This thinking-through-making approach we aspire, could for instance result in quick iterations, a mix of research and design, early prototyping, empathic research and visual narratives. This Readership is a proud partner of CRISP. 
DAE’s Research Associates (alumni of Design Academy Eindhoven) participate in 6 of the 8 CRISP projects: CASD, Grey but Mobile, Grip, STS, G-motiv, STS 101. Their researches will serve as case studies for the overarching Readership run by Bas Raijmakers and Danielle Arets. This meta-project will serve as a reflecting body on the case-studies. The results we strive for are communication tools for the creative industries, and secondly for the Dutch industry and social organizations. We also hope to get a better understanding of how Design Academy Eindhoven could educate designers to offer the right knowledge, tools and insights to an academic or industrial setting.