The transition of the 80s and 90s decade were marked by hyperinflation and economic stagnation. Several economic plans had been tried before, but another one was needed in order to bring the country to stability in a global economy. The first post-military-regime elected president, Fernando Collor de Mello, introduced Design Research Society Biennial Conference, policies aimed at removing restrictions on free enterprise, increasing competition, privatizing public enterprises, and boosting productivity. He did not succeed in stopping inflation, but his policies helped Brazil to be introduced on the global market. Suddenly the national industries were facing international competition and needed to seek its products’ commercial advantage. Design became an important asset for business competitiveness