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CONFIDENTIAL WORK
This write-up explains my work, decision-making and impact. Project imagery has been removed, along with confidential details, proprietary concepts and sensitive metrics.
portfolio available upon request
SPRUCE / PHYSICAL DESIGN LANGUAGE
Role
Design strategy lead
Team
Two designers, an intern & an external agency
Duration
4 mo
Status
Confidential
My contribution
Design-language strategy, physical design principles, product application, development, and cross-functional alignment.
Managed 2 industrial designers and 1 design intern; served as process leader and single point of contact for the external design agency.
Three key decisions
Decision: Defined the relationships that make a product recognizable before exploring aesthetics.
Rationale: A shared foundation could survive changes in product architecture.
Tradeoff: Slower initial progress in exchange for stronger long-term consistency.
Decision: Separated consistent design cues from elements that could adapt across categories.
Rationale: Build family resemblance while preserving each product’s performance and context.
Tradeoff: More nuanced decisions than simply repeating geometry.
Decision: Built a language that could absorb future technologies and product categories.
Rationale: Create a framework that could scale beyond individual products.
Tradeoff: Some near-term opportunities were excluded to preserve long-term flexibility.
Reduced ambiguity during concept development and created a repeatable framework for evaluating future design directions.
Additional project information may be discussed where disclosure is authorized.