A Bradford food and restaurant group and a Silsden playground equipment firm are among those benefiting from a pioneering design programme.

Designing Demand is a Yorkshire Forward-funded scheme to help businesses become more competitive. The programme, developed by the Design Council and delivered by Business Link Yorkshire, shows firms how to build profits by putting design to the heart of their strategy.

Two schemes provide free consultancy for firms that are ready to invest in design.

Immerse pays for a designer for up to 15 days and targets mature companies, while Generate pays for up to five days’ consultancy where the design associate works with the client on priorities and preparing a brief for which design companies then pitch.

Mumtaz, the family owned Asian food and restaurant group, has used the Immerse programme to increase consistency across its brands.

Bill Kimberling, commercial director, said: “Immerse has given us a stronger brand because today, no matter where or in what shape or form it is encountered, it is consistent, pure and undiluted.”

Silsden-based Pennine Play-grounds used Generate to get advice and support from adviser Kevin Lund and design associate Ellis Pitt.

The company designs children’s playgrounds but was known primarily as an installer, which meant its expertise went unrecognised.

Vicki Braithwaite, sales director, said: “We realised that to increase our market share we needed a stronger identity. We have now identified ten areas where we know we can make an improvement. We will be able to evidence it through the increased number of referrals.”