Design Strategy

Coloplast Design DNA

The purpose of the Design DNA is to unify Coloplast's diverse portfolio of brands, which consists of a range of products that serve very singular functions designed to cater to specific user needs. It outlines a unified design approach to create products with a clear Coloplast identity that deliver reliable and consistent user experiences. As opposed to a step-by-step manual, the value in the Design DNA is a common foundation that enables everyone in the development process to think and design in the Coloplast way. It is embedded in the Coloplast culture and exists to help not only designers, but everyone concerned with product creation.

Designed by: Coloplast and Native


Innova Schools—Redesigning a School System

Innova Schools is an affordable, high-quality private school system in Peru. The team designed a holistic business—academics, classroom space, operational tools and financial model—to help Innova evolve and support its continued growth. A wide, yet integrated, range of experiences and process frameworks: the curriculum, teaching strategies, buildings, operational plans, data dashboards, knowledge-sharing systems and an underlying financial model was designed.

Designed by: InterGroup/Innova Schools and IDEO


AM – A Movement Against Screen Schmutz

The design strategy for the AM product line was to create an all-in-one portable solution to remove the grime on personal screens while evoking a design language that actually makes cleaning fun. Extensive research revealed a microfiber cloth that is gentle enough to be used on electronic device screens but tough enough to easily clear away smudges, dirt, dust and fingerprints.

Designed by Rinat Aruh, IDSA, Johan Liden, IDSA, Erik Jarlsson, Rogerio Lionzo and Frank Zaremba of aruliden

Contact: Alex de Ronde -


San Francisco Unified School District: A Cafeteria Designed for Me

Working alongside more than 1,300 students and staff, the San Francisco Unified School District: A Cafeteria Designed for Me and the design team created a vision to transform school food from a one-size-fits-all program into a sustainable student-centered one. Recommendations for the future vision include family-style dining, an app that lets kids preorder meals and dinner kits for working families.

Designed by IDEO and San Francisco Unified School District with support from The Sara and Evan Williams Foundation 

Contact: Andrea Stangarone - is an e-commerce website that empowers people to work anywhere and addresses the needs of customers, buyers and mobile workers. The site design evolved from ethnographic research, storyboards and visual sketch models, prototype wireframes and dummy interaction models. Principles of search engine optimization were integrated into the page and product layouts.

Designed by Jonathan Cofer, Daniel Amara, Doug Nash and Ana Melendez of

Contact: Naomi Kieser -


Ames Brand Strategy

The Ames Brand Strategy rediscovered the roots of Ames Tools with new brand colors, materials and detail finishes that help the company stand out while celebrating its heritage. The cohesive design strategy uses a visual language that is designed to be both powerful and unifying.

Designed by Jared Aller, Beau Oyler, Julian Bagirov, Jana Badger, IDSA, Charles Bates, Cristina Rotundo and Andrea Yung Toth of Enlisted Design; and Aaron Abbott, Jeff Koenig, Karen Richwine and Eric Bernstein of The Ames Companies, Inc.

Contact: Jared Aller -


PUBLIC Office Landscape

PUBLIC Office Landscape is a new office furniture system based on ergonomic seating to encourage better collaboration everywhere: at the desk, in circulation and group spaces. This modular system of surfaces, storage and seating enables a broad range of work settings and postures from casual to formal.

Designed by Yves Béhar, IDSA, Noah Murphy-Reinhertz, Naoya Edahiro, Qin Li, Logan Ray and Andrea Small of fuseproject for Herman Miller

Contact: Daniel Sherman -


Life Technologies Design Strategy

The Life Technologies Design Strategy was intended to bring cohesiveness to the legacy brands of Life Technologies, a global company with customers in over 160 countries. The strategy project aimed to unify, convey and reinforce a cohesive design, user experience and commonality across all products from past as well as future acquisitions. Legacy products have been redesigned to embrace the new brand design identity.

Designed by RKS

Contact: Jessica White -


Motorola Design Strategy: Moto X Family and Moto Maker

The Motorola Design Strategy:Moto X  Family and Moto Maker personalization and distribution model invigorates the Motorola brand with a new line of products that appeals to customers in the global smartphone market. The Moto Maker website enables users to personalize their phone, resulting in a one-of-a-kind product for the consumer. 

Designed by Motorola Mobility - Consumer Experience Design

Contact: Tricia Serpe -


Dell Latitude Design Language

Client: Dell Computer Corp.

The challenge for Dell was to develop a consistent design language for its commercial product line of portables. The Latitude ID language weaves a consistent theme across three distinctive products and establishes a strong visual separation from Dell consumer portable products (Inspiron). The unique language delivers a look and feel that is familiar and distinctive at the same time.

Contact: Ken Musgrave, IDSA,
(512) 723-3120;

Designers: Dell Computer Corp., M3 Design Inc., Design Edge and Pentagram Design