Culture is gaining recognition globally as an important driver of sustainable development in the creative economy. The significance of the role of design and culture in the creative industries is under-researched, especially from the perspective of new emerging economies. Therefore, designers need a framework that will guide them in creating sustainable, innovative, culturally sensitive products that reflect users’ identities. Co-designing from cultural memory is a new design approach that embeds users’ beliefs, expectations, and expressive values in products and services. The paper discusses two case studies that were conducted in Botswana within the creative industries. The aim was to study how designers imbued cultural memory factors into design features. The paper developed a culture-centred design model after carefully studying how designers identify, transform, and imbue cultural memory factors into innovative, glocalised products that have local meaning and a global appeal.

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