Design Strategy

VELYS Robotic-Assisted Solution Experience Brand Language

The experience brand language for the VELYS Robotic-Assisted Solution communicates and amplifies its four differentiating innovative advantages: system core technology, faster procedure time, empowering the surgeon as the master craftsman, and its modularity and smaller footprint. 

Designed by: Johnson & Johnson Design

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MX FUEL Equipment Strategy

The MX FUEL Equipment System strategy involved inventing, designing, and developing a new battery platform and charging device that provides power to six lightweight equipment products. The products share a new brand language, logo treatment, and user interface to communicate a cohesive family design across a diverse product offering. The strategy included robust research into a category of products never thought to be capable of being battery powered. The MX FUEL Equipment System will fundamentally change job sites everywhere by dramatically reducing the hazards and frustrations (like emissions, noise, and vibration) of the existing light equipment market that have dominated the marketplace for years.

Designed by: Milwaukee Tool Industrial Design Team

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Design Frame

Perspectives on beauty differ around the world. Something that’s aesthetically pleasing in one region may not strike a chord in another. Therefore, it’s a challenge to design products that satisfy customers across the globe. Often, a design’s success will depend on cultural factors rather than objective aesthetics. The Design Frame project involved the study of aesthetic preferences from the company’s four major regional markets: North America, Europe, India, and South Korea. The team investigated which cultural factors should inform product design and produced videos, books, and data to help designers easily understand the results. This led to time and cost savings in the early stages of product development and helped designers understand the design languages of consumers in each region.

Designed by: Sohee Kim, Jidam Hong, and Yejin Jeon of Samsung Electronics Co., Ltd.

Contact: Email

You Got This: Pampered Chef Strategic Design Language

This strategic design language system was developed to tie together Pampered Chef’s diverse portfolio of over 400 products in a way that embodies the company’s core principles. 

Designed by: Micheal Mastroianni, Chloe Condon, Alan Lebowitz and Chris Cunningham of Michael DiTullo LLC for Pampered Chef

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Falck Innovation Strategy

In October 2019, Falck completed a financial turnaround. The time was ripe to look toward the future, but with a world full of healthcare challenges, the question was, where to start? Falck developed an innovation strategy comprised of a company-wide innovation purpose and a methodology for running human-centered design projects. The strategy was informed by rigorous ethnographic patient research, expert interviews, and analysis of Falck’s existing business. It allows Falck to be intentional about selecting projects that will have the greatest impact for the people it serves, as well as it makes sound business sense. At the heart of the strategy is one innovation purpose and four solutions spaces. The purpose, exploring ways to save and improve even more lives, gives a clear mandate. The solutions spaces are strategic focus areas that will enable Falck to prioritize innovation activities over time.

Designed by: Eilidh Dickson and Anna Hellmer of Falck Global Innovation

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Hunterlab Photospectrometers

This three-product family of laboratory photospectometers represents a bold new direction for Hunterlab products. Introducing a set of new and notable key brand attributes, overarching design principles, and signature design elements has brought harmony to the products despite their unique form factors and end-user functions. The new visual brand language is approachable in the lab, is easy to use and maintain, and celebrates the cutting-edge technology contained within. Hand-fabricated one-at-a-time solutions from previous generations have now been replaced by thoughtful, well-engineered, mass manufacturable parts. This opened the door to innovations like motorized automatic height adjustment, spill-proof internals, and satisfying magnetic closures while also reducing the overall part count.

Designed by: David Bulfin, Paul Rockwell and Monty Montague of BOLTGROUP along with Michael Scardina, Tod Kerr and Michal Haring of Hunterlab

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This online learning platform provides communication-based learning to employees at Enterprise. As employees use the platform, it builds an informal educational foundation for them.

Designed by: Hyunwoo Lee, Jaebin Lee, Choroke Kim, Bori Choi, Soyoung Kim and Seulgi Yang of Samsung SDS

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KTF maximizes productivity by strengthening the innovative digital business collaboration space that meets the free work style and automated AI-based tasks.

Designed by: Hyunmin Kim, Younghyun Choi, Jaeyong Shin, Jiyeon Lee, Seulgi Min, Byeolee Choi, Bokyung Son and Jayoung Yoon of CX Innovation Team for Samsung SDS Corp.

Contact: Email I Website

CRAFTSMAN We Build Pride – 2018 Brand Relaunch

The relaunch of the Craftsman brand, which was purchased from Sears in 2017, represents the largest product launch in the history of not only Stanley Black & Decker but the arguably the entire power tool industry. In less than 18 months, the brand was rebuilt from the ground up. Its complete user experience was overhauled and reimagined, including the products, the packaging, merchandising and the website. The influencer, social and email strategies of every brand touchpoint were also revisited. Most significantly, more than 1,200 new products were launched. 

Designed by: GLOBAL TOOLS & STORAGE, Industrial Design, Insights, Brand and Creative Studio Teams

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Calphalon® Appliances Line Design Language Strategy

This collection of small electric appliances includes a countertop oven, blender, coffeemaker, slow cooker, waffle maker and multi-grill. These appliances allow at-home chefs and everyday cooks to deliver exceptional results. To manage the amount of effort required to deliver an entire line of very diverse products for a common launch window, the product planning involved a co-located global team, an integrated design language strategy and style guides for all product design, interface design and CMF specifications.

Designed by: Newell Brands Design Team

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