The four-member Better by Design Advisory Group is responsible for overseeing the implementation of the Better by Design programme.

Each member of the Group has been part of a global design-led business success story, and each brings a unique perspective from their experience as a business person or practising designer. 


Jeremy Moon


"I believe design is the key to unlocking the future business potential of New Zealand. We've got a whole lot of design talent in New Zealand - the challenge is to plug this into businesses with good ideas and structures. The encouraging thing is that we're getting consistently positive feedback from businesses about the approach."

Jeremy is the Founder of merino outdoor clothing company Icebreaker. After graduating from Otago University with a Masters of Commerce in marketing, Jeremy established Icebreaker in 1995. Icebreaker clothing is now sold in 24 countries.

Icebreaker won the 2003 Design in Business award and was listed on the Deloitte New Zealand 'Fast 50' for two years (2001, 2002).


Geoff Suvalko

"It never ceases to amaze me how much latent talent and enthusiasm live within the companies I've worked with over the years - and with the right leadership and frameworks how easy it is to unlock and align that talent around generating new possibilities and resulting economic value"

Geoff has practised as a designer for the last 20 years across a wide variety of companies and design disciplines as a Partner and Creative Director of Designworks. More recently, Geoff has shifted his focus to enabling business transformation through integrated design-based thinking.

Thoughtfull is his new venture - a collaborative-based design consultancy providing companies with both the vision and the capability to transform their culture and business.

Geoff's work over the years has achieved global recognition and design accolades for innovation projects for Air New Zealand, to branding strategies for businesses like Beauty Engineered Forever (B_E_E) and Voyager, New Zealand's Maritime Museum. 

Geoff has a Masters in Design Strategy and innovation Planning at IIT Institute of Design, Chicago.


Deborah Shepherd

After completing her BA in psychology, Deb gained an MA in psychology and management, followed by a PhD in management.  Deb has worked as a researcher, consultant, facilitator and experiential trainer with a variety of companies – SMEs and large companies as well as not for profit organisations.

Deb has participated in The ICEHOUSE activities since its inception in 2001 and has been involved in the design, development and delivery of the Business Growth programmes since 2001. Her consultancy and advisory work with SMEs specialises in strategy, leadership, senior team management development, change management, business growth and the nuances of family business.  She currently teaches in the areas or Entrepreneurship and Innovation and Professional Development on the Postgraduate and MBA programmes at The University of Auckland Business School. 

Her research areas include understanding entrepreneurial SMEs, family business and social entrepreneurship.  Deb is a co-author of the book “Changing gears: How to take your kiwi business from the kitchen table to the board table.” Deb consults to a number of organisations and currently chairs the board of Pet Doctors Ltd and advises to a number of businesses including Furnware, Southern Hospitality, and Forrest Wines.

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