Having acquired its own label printing technology what Esselte needed was a design strategy for its Dymo range of products with progressive levels of function based around a common set of technology modules.
What evolved was a design language to run across the range that would establish a cohesive and distinctive approach to form and features, yet at the same time allows differentiation and price positioning.
The range runs from low-cost, high-volume label printers positioned for the shed store mass market through to professional products for specific office needs.
As part of the dynamic new US computer and telecoms industry, 3 Com was a manufacturer of modems, networking hubs and routers.
Rapid expansion and acquisition had given the company extensive production and development facilities but also, as a result, a visually disparate range of products.
We gave 3Com a new brand identity designed to encourage a new corporate culture, with clear guidelines for its implementation.
The GPT division of Marconi engaged us to define the non-electronic product specification for this payphone.
Models and images were used as catalysts for management decision-making with regard to target market, functions and performance criteria.
With the brief confirmed, we proceeded to detailed design incorporating both plastics and die-cast aluminium caseworks. We chose an architectural form to suit the requirement for interchangeable features. Each surface block is designed to receive alternative function modules depending on the final country of use and specification.
Before the arrival of mobiles it generated enormous sales most particularly in Australia, Singapore, India and the Gulf States.
The difference between what a designer, and a large corporation, consider forward thinking became fully apparent in this exercise.
We were set the challenge to create a range of domestic telephones to "break the mould" and set BT apart from its competitors.
Prior to the arrival of smart touch screen phones the focus for most manufacturers had been on constant miniaturisation and new software. Yet while the technology was moving fast few had considered the importance of the user interface and customer appeal.
This was the objective of a special working relationship that we formed with leading software developers TTP Com, to explore opportunities for miniaturisation, improved ergonomics and higher customer appeal.
Our first project concerned the potential shape and materials for a highly tactile telephone which nestles in the palm of the hand, creating a new form around a conventional key pad.
With further miniaturisation came the potential for an ultra-slim handset with controls centred around the display for direct feedback and one-handed operation. Our design features a CNC machined aluminium casework with anodised finish giving ultra-thin walls and a superior quality of feel and durability. A precursor of the approach Apple would take a few years later with the caseworks for both iPhones and MacBooks.
Soundcraft is an established name in the world of sound mixing consoles. Having developed new electronics using state-of-the-art production a new look and feel for the product was required alongside a review of the operational ergonomics.
Portability and ruggedness are essential factors in this market and we designed moulded armrests and side panels to incorporate carrying handles whilst at the same time providing portability protection. Modular construction allows 8,16, 24 and 34 input frames to be integrated into the rack profile.
Betacom, part of the Amstrad group, was traditionally an importer of telephones from the Far East, but in a changing economic climate it could no longer compete on price alone. Working alongside the management team we proposed a new strategy to rebuild the brand on a platform of perceived quality, ease of use and image creation.
Products were given a new consistent look, with a higher build quality and co-ordinated features to meet the needs of the UK market. The range of 18 products is recognised by its signature eclipse button, a mark instantly distinguishable in competitive retail environments.
Having created a successful audio speaker business Farad and Henry Azima were keen to expand their interests in the electronics sector.
Under intense secrecy we developed this portable computer with integrated printer. A concept that at its time was both innovative and compact.
Unfortunately without the resources of other much larger players by the time finance was raised to create a production line the technology in this fast moving sector had moved on.
Tunstall produces a range of products to monitor safety in the home allowing people to live with the knowledge that should an incident such as a fire or fall occur help will be on hand.
As the products numbers had grown a lack of visual cohesiveness had grown with it . At the same time it was important to create products which removed the stigma of “aids for the disabled”.
We created a product identity identity which featured elements such as the alarm button and display cover, that would give the Tunstall brand an immediate signature in the marketplace.
Most importantly we encouraged the team to focus on the design details and quality of finish to create products that anybody would welcome in their home rather than only the vulnerable.