Design for many years has been considered an aesthetic tradecraft. However design has, more recently, come to be regarded as a strategic business asset offering a new way to solve problems and innovate. The rapidity of change demands that businesses must seek new ways to systematically create value as a means to retain competitive advantage. Recent technological advances offer a means of greater social connectivity. Brands can take advantage of this connectivity, and businesses can use design to more validly connect with the marketplace. How does a company interject design into an existing business culture to enable innovation? This thesis is a case study of a Kansas-based international animal health equipment manufacturer and its efforts to introduce a program of design as a means to cultivate new ideas through design thinking and improve its existing business and innovation culture. The following report documents this effort and its various productive outcomes.