strategic product design firm

Our unique methods, tools and design approach

The products that we develop should have a positive effect in the lives of people. So how do we get there?


We believe that design is non-democratic. It is based on vision and strategy. Easy consensus is the enemy of great work. You hired us because we do something you cannot. Try to trust us, we will guide you on this expedition. We will not overload you with choice, but help to make decisions.

We see ourselves as your partner, not a supplier. You don’t just buy design, but we work as partners on the best solutions. We design for the users of your product. This means we might have to take their side at times. We believe that is in your interest.

look in the kitchen

Our design process consists of ideation, sketching, creating mockups, testing on users, making digital presentation sketches, building 3D models and continuously evaluating form and usability. During this concept design phase, we hold ‘look-in-the-kitchen’ sessions with your team. We present concept directions in sketch-form, functional and technical solutions, manufacturability solutions and mockups. Together with you we discuss focus, risk, level of ambition and make a decision which concept direction to develop further.

Partnership and professionalism

We believe in partnership and working together. We make important decisions together, keep focus, weigh risks, test mockups and discuss design directions. We know our clients' businesses, their challenges, and help them to innovate. Over the years a high level of trust is reached, which leads to a great cooperation and successful projects. We ourselves continuously improve our methods, our way of communication, our teamwork, our processes and design skills.
People oriented design

We develop one concept, the best

Unlike the more traditional product design firms, we offer our clients one developed concept. We have a good reason for doing so. By involving you deeply with ‘look-in-the- kitchen’ sessions, we choose the best direction together, based on mockups, testing, and a solid design strategy. We show the path we took, the reasons for the decisions we made and will discuss the direction that we believe is best.

Instead of fully developing three or more concepts, from which only one will be chosen, we use our resources effectively to develop only the best direction towards a developed concept. Our clients do not want to make choices all the time, they want us to give them the best.

We design for people

Our goal is to design products with meaning, which contribute a real improvement for the user in terms of safety, health or living conditions. During the Design Strategy stage of the project we use powerful tools in order define the core meanings the product will have for users. On-site user research and testing with mockups helps to design concepts and products that are easy to use, ergonomic and contribute to people's well being.

Grip on the process

Product design is a creative process. And creative processes could feel scary, as together with you we would create something that has never been done before. Yet we have put in place a few powerful tools to help manage the process together with you. We use powerful online project management and collaboration tools, so that everyone involved in the project is up to date of the planning, tasks and deadlines of the project.

Each week you will receive an email from us with a Project Update statement. We describe in this email the actions we have carried out last week and the actions we work on the upcoming week. This helps you to keep track of the project. In the Project Update sheet you will find the project budgets, agreed extra work, actual spend budget, all purchased parts, invoices and agreements we made during the project. And of course we hold regular (online) meetings and have contact by email and phone, as to keep you deeply involved in the design strategy and concept design process.
Sustainable product design

sustainability in design

We believe in giving products a great meaning and high quality, so that they will serve people long. We also believe that new opportunities open up with the circular economy and new technology: products can be taken back, they can be re-manufactured and sold as new. They can be re-used or upgraded.

Circular design

What we do not do

Through the years we have identified a number of industries that we feel are not in line with our core company vision and values. This means that we do not run projects in the following fields: weapon industry, tobacco industry, sex industry, industries that use animal testing and all other industries that in our view do not contribute to the health and well being of people or animals.

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Do you want to develop a new product?

The steps are simple. Send us an email at This email address is being protected from spambots. You need JavaScript enabled to view it. or call +31 20 820 22 11. Ask for our NDA so that we can share information. Or request our Designguide first and share your project with us. Read our privacy statement.

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