Our approach to conceptual and production intent design proposals is rooted in since with great esthetic value, guided by consumer insights, and our universal experience in the field working on many of the world brands. New designers often ask me, “what is the most challenging design project?” I always answer from my personal experience, it is designing automotive interiors as it goes beyond aesthetics and brand, the designer needs to take in account the deferring demographics, varied ergonomics needs, safety, comfort, user interface, storage, lighting, climate diversity, UV effect, light glair. In addition to durability of materials, plastics, leather, metals, vinyl, carpet, fabrics, paint, and so many more. Sometimes the nap of the fabric makes a difference in warrantees, saftey, ingress, egress, and in holding the occupant in place. The design team inspects grain matches, and specifies the stitch count and spacing to help the perception of quality and contribute to good fit and finish. the designer's responsibility includes helping the sustainability goals by proposing light weighting ideas and environmentally friendly materials. Working with the market research team the designer takes in account the competitive benchmarking information in order to create the best possible users experience in the segment.
Our innovations have been driven by our desire to decommoditize products to gain market leverage for our clients. These innovations are driven by challenging the conventional approach to problems and leveraging discoveries.
Our philosophy of fostering an environment of innovations is through investing in the tools, attracting the right talent, assembling a multidiscipline team, and providing supportive environment.
One of the most innovative projects we worked on came though one of our clients having a vision for a container that defied the conventional approach. Our client walked in with an idea for a hot filled container that needed to look like a piece of sculpture, without panels, and to meet the sustainability goal of wight reduction. Up to that point all hot filled bottles looked similar due to the vacuum generated by the hot liquid cooling. Most unrefrigerated drinks get filled and sealed hot to minimize harm from microbes, while cooling a shrinking of around 5% occurs due to vacuum, that vacuum needs to be absorbed through panels that cave inward to displace the vacuum, this process limited the design of bottles.
We had the tools, talent, and team in place to tackle such challenge. That project brought upon a new way that revolutionized the design of containers.
Our approach to designing for a brand is to be an extension of that brand. On some projects we are executing to a strict brief, most of the time we are proposing designs that fit an existing brand, and on few occasions we are entrusted in producing the visual cues and collaborate on the users’ experience.
Our teams were lucky enough to have a few experiences shaping brands and supplying the visual cues and user experience to improve sales numbers and add equity to the brand. Our first major experience was more than two decades ago when the Cadillac brand was struggling with aging by demographics and platforms that was shared with brands that didn’t convey the right message above Cadillac. We presented to the president of Cadillac a visual map preserving the heritage, shedding restrictive legacy while benchmarking each of the competitors and providing design advantages to become a formidable contender in each segment. A similar opportunity was given to us recently when the Starbucks brand wanted to sell their products in supermarkets. In between these two experiences we have worked with many automotive brands and CPG brands helping to create designs that reflects and enhance the brand, taking in account the competitive landscape in order to create the segment's best possible experience.