The concept of Strategic Design originated – from an academic perspective – at Politecnico di Milano and, over the years, evolved due to a series of beneficial circumstances that fostered its definition and application. Over the years, the discipline was consolidated through the systematisation of its practice, methods and tools, all strictly connected to a systemic vision characteristic of Strategic Design itself. This chapter starts with the concept of Strategic Design as a process to innovate the product system; it then traces its connection with branding; and finally presents it as an approach combining strategy with problem-solving, which is commonly referred to as Design Thinking. Passing through the concept of 'metadesign', the chapter closes with a more recent declination of Strategic Design, which stems from its systemic vision to promote sustainable innovation.