The challenge of this design strategy was to create a unique, original brand suitable for domestic and foreign markets that evokes the local culture and is dynamic, modern and flexible in application. In addition, the client also wanted it to be adaptable to the period of the 2014 World Cup. Brand guidelines that direct all its applications were developed through field research and the internal and external analysis of iconography.

Despite an executive mandate to build the user-experience capability, it is impossible to build momentum within GE without creating value directly with the individual businesses. This strategy developed in parallel with executing a series of pilot projects that apply user-experience thinking to high-profile software applications.

The objective of this strategy was to reinvigorate the Motorola RAZR brand and align it closely to the Verizon DROID brand so that the combined marketing dollars spend by both companies would have the broadest reach possible. The net result was to elevate the RAZR brand and refocus the DROID brand.

Credits: Motorola Mobility, Consumer Experience Design
Corporate Sponsor: Motorola Mobility
Contact: James Caruso: j.caruso@motorola.com

Project Mwana is a mobile service that delivers HIV lab results in real time to rural clinics. It is also a messaging platform between clinics and community health workers to ensure that results are communicated directly to mothers. Project Mwana is currently serving as a demonstration project for a new approach to collaborative design to enhance the use of real-time data within UNICEF.

Credits: frog and UNICEF Tech4Dev Group
Corporate Sponsor: UNICEF
Contact: Jaleen Francois:  jaleen.francois@frogdesign.com

In collaboration with a brand who's heritage is based in music culture, designers developed a product-line strategy that allows TDK to offer more attainable products while continuing to build brand equity and loyalty with the urban male consumer. As an outcome of this project the designers helped shift the brand from offering content-aggregating products to content-connecting products.

Credits: INDUSTRY, Oved Valadez, Tom Lakovic, Kaitlin Paul, David Thorpe and Meral Middleton
Corporate Sponsor: Imation Corp and TDK Brand
Contact: Kaitlin Paul:  hello@industrypdx.com

Consisting of 10 products ranging from a steam oven to an espresso maker, the Essence Inserts Collection offers a consistent design language and user experience. Designed to work alone or as an integrated system, Essence products bring a new level of comfort and ease of use to the airplane galley with an innovative user interface and plug and play accessibility.

Credits: TEAGUE, Brian Conner, Tony Bravetti, Sebastian Petry, Adam Kumpf and B/E Aerospace Design Team
Contact: Keisha Kelly:  kkelly@teague.com

An integrated communications strategy was needed to better position this home health-appliances company. The existing system was cumbersome and confusing. Central to the new unified service identity is the redesigned logo, which combines a check mark (reflecting the company’s careful and considerate management of its products and service) with a heart (conveying that it cares about its customers).

Credits: SADI MDes and Taewan Kim
Contact: Taewan Kim:  kitawaon@hotmail.com

Vessix Vascular is a medical startup company that has developed a technology to treat hypertension. In just minutes, its V2 Renal Denervation System performs a minimally invasive procedure shown to reduce high blood pressure without medication. Designers developed a visual identity for the company and the V2 system that communicates this complex technology in terms that medical professionals, as well as a less technical audience of investors and future patients, would understand.

Tools at Schools was an initiative to teach eighth-graders the value of design as a problem-solving tool. Forty-four students were challenged to rethink the objects in their everyday environment, proposing thoughtful and practical redesigns for the classroom basics: locker, desk and chair. The students were immersed in the entire design process, from research to ideation to 3D modeling to production and ultimately launch.

The Puma Clever Little Bag strategy is a bag and shoebox combination. A cardboard sheet folds into a box structure to hold the shoes and fits seamlessly into a cloth bag, which provides protection for the shoes. This shoebox model will help Puma save 8,500 tons of paper, 1 million liters of water and 20 million megajoules of electricity, while maintaining the necessary structure, messaging, durability and protection.

Credits: fuseproject, Yves Behar, Josh Morenstein and Logan Ray
Corporate Sponsor: PUMA
Contact: Lauren Busto:  lauren@fuseproject.com