Design Strategy


Autonomics is strategic insight into how autonomous objects are influencing not just transportation but also future businesses, services and brands. Contrary to popular belief, more Americans identify as suburbanites than ever before—spending hours trip chaining among commutes, errands and family life. In this framework, Autonomics sees the largest impact of autonomous vehicles in suburban and rural areas where the majority of Americans' daily activity takes place. Based on three new autonomous objects—Leechbots, ZoomRooms and DetourCities—Autonomics is a roadmap building off this insight into how economies and brand experiences will transform when autonomous objects become commonplace.

Designed by: Gadi Amit, IDSA, Reid Evans, Luke Warren, Luke Mastrangelo, Jacob Bang and Jonathan Fudem for NewDealDesign, LLC

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Dolby HQ Environmental Design Strategy

Dolby marks its 50th anniversary by creating a global headquarters for nearly 800 employees in the heart of San Francisco’s landmark Market Street, to inspire and drive the next 50 years of Dolby innovation. Its design team’s creative strategy celebrates the company’s past while inspiring its future with stories, moments and interactive installations—from behind-the-scenes tales of discovery, to a wall of 600, cast-molded ears—with Dolby HQ Environmental Strategy.

Designed by: Dolby Design for Dolby Laboratories, Inc.

Contact: Grayson Byrd, IDSA

Fisher-Price Future of Parenting

Fisher-Price's 85-year-old brand is one of the most well-known in the world for innovative children’s products. The company's new design strategy, Future of Parenting, inspires transformational innovation and the evolution of business, based on trends and fast-paced technology advancements. Working with futurists, psychologists and industry thought leaders, designers created an ambitious but also pragmatic vision—brought to life in a video making its debut at the 2016 SXSW Interactive Festival and targeting Millennials and Gen Z. The new design strategy is highlighted in Fast Company, Inc., Today’s Parent, AdWeek and Harvard Business Review

Designed by: Continuum LLC for Fisher-Price

Contact: Allison Ryder

Azero Leather

What’s old is new again—even  when it comes to leather these days. Azero Leather provides good quality, 100 percent genuine, remnant leather—left over from the production of leather apparels. And by using an online Azero toolkit and templates, you can design your own, upcycled leather goods! 

Designed by: Jeeyong An for Azero Leather, Inc.

Contact: Jeeyong An

NCR Project Impact

The objective of this strategy was to bring order, harmony, a user focus and a consistent brand experience to NCR’s diverse product ranges, which didn’t all share the same design language. The Project Impact design strategy focused on not only creating a new design language but also on providing business benefits, such as enabling greater use of platforms and embedding competitive differentiation into replacement product families.

Designed by: Charlie Rohan, Stephen Swaine, Steven Birnie, Andrew Colley, Marshall Munro, Kwan Lee, Peter Barron, Jaan Lin and Rafael Yepez


Edyn Garden Sensor Design Strategy

The design strategy for Edyn focused on overall brand identity, as well as the line’s first product offering—the Edyn Garden Sensor—a connected device that stems into the soil of the user’s garden and measures nutrient levels, moisture, sunlight exposure, etc., and sends the information in real time to an app.

Designed by: Yves Béhar, IDSA, Logan Ray, Michelle Dawson, Noah Polsky and Christina Park of fuseproject for Edyn


RYOBI Phone Works

RYOBI is an international brand in the US, European and Australian markets. We are leveraging our strong presence in the consumer power tool industry to step into the emerging market of the connected lifestyle. This product line has not only created a new category of tools, but has also changed the way our users think about a tool’s purpose.

Designed by: Jeremy Connell, Hossein Bassir, Benson Cheung Chun Kit, Gigi Lam Ting Chi, Ken Brazell, IDSA, and Taku Ohi, IDSA, of Techtronic Design


Staples Back-To-School 2015

The team brought together students from middle schools in New York City and Atlanta for a firsthand lesson in the ABCs of industrial design. After all, students spend most of their time in classrooms so they know how school products should be designed. The result of this design thinking: seven, exciting, feasible and innovative back-to-school products—dealing with carriers, lockers, lunch and homework—that will be featured in Staples stores nationwide. Along the way, the students learned research, synthesis, problem solving, ideation and prototyping, and perhaps most importantly, gained confidence in their own design abilities.

Designed by: Staples; Tools-at-Schools; and aruliden


Samsung Home Appliances Design Philosophy Framework

The design philosophy is the common foundation for our designers that links the design identities of all of Samsung Home Appliances framework, providing a consistent design background and direction and establishing a strong design brand identity.

Designed by: Setbyul Cho and Sangmin Park of Samsung Electronics Co., Ltd.


Reimagining the Mattress for Tempur-Pedic

For decades, Tempur-Pedic has been revered for the revolutionary NASA-proven Tempur material inside its mattresses. Now it’s crafted a modern-aesthetic mattress using human-centered design by transforming the exterior of the mattress to match the caliber of the innovation inside. The project resulted in a new sleep system, incorporating a new line of mattresses and easy-to-remove, washable, fabric mattress covers. Tempur-Pedic redesigned the zipper location by intuitively placing it at the front-right corner of the mattress covers—instead of underneath—allowing retailers to easily demo the product in store, and providing users with an easier experience removing and washing the covers at home. The product is more user-friendly as Tempur-Pedic  created a design language around color, pattern, shape and materiality to best highlight the mattress’s high-performance features.

Designed by: Tempur-Pedic; IDEO; Figure 8; and Global Textile Alliance for Tempur-Pedic