Design language foundations
Challenge
A VP of Design for a leading domestic appliance brand was initiating a design identity strategy. He aimed to unite a broad portfolio of categories – from vacuum cleaners to refrigerators. In addition, he wanted to future-proof this thinking by assessing his team’s current direction against a foresight framework. He particularly wanted the design inspiration to be as credible and tangible as possible.
Approach
To ground the work, we audited key design elements of the portfolio. Next, we analysed category, wider product design and contextual interior trends. Then, we validated the trends’ trajectories and relevance to each product type in interviews with external design leaders. Finally, we developed design identity ideas in the form of foundations, brought to life with direction boards and illustrations of how they might be applied to different product types.
Impact
- The internal design team aligned around a foresight framework
- External Design leader validation provided confidence in the strategic direction
- Provided tangible direction for the development of a more unified design identity
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