In this initiative, Rural Development Institute (RDI) is building upon its applied research practice and policy implications to include design. At the heart of this initiative is enhancing rural economic development in Canada, beginning in Manitoba. Equally important in this initiative is design, the element of choice, in particular fostering and following local choices about desired futures. Design means direct involvement and ownership locally, while enabled by government (provincially, federally), by NGOs, and others, including corporations, foundations, and charities. Rural by design means on-going responses to challenges and opportunities which benefit people, culture, environment, and technology.