Building and Re-branding Research & Design Company to include Product Development
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Thug is a User Research & Experience Design company in Portland, Oregon, delivering services to companies such as Intel, Nike, HP and Samsung. When Thug joined forces with Intel to make new products, using wireless and proximity-based technology from Intel, I was asked by the four partners at (then) Thug Interactive to help them remodel their business, defining values, mission, vision and strategy for a re-designed company called "Thug". Three objectives were set: to establish a simple and solid design process for the company that integrates all phases from generative research to Agile development. To define a suite of value measured products to replace time measured services, that aligns with the design process. To create a new visual identity for the company, to be applied across all brand touchpoints. The Design Process To show the correlation and distinction between the various fields of work in the company, the design process was established to show the order between the functions of research, design and build - which also became the tag line. The Products The company offers products and solutions rather than just services, so a list of deliverables were defined from the various stages of the design process: Strategy (as research reports, Briefs or Concepts), Prototypes (in any shape and form) and Products (as requirements) for development at Thug Labs. The Visual Identity Thug wanted a simple and honest "Modern, International" visual expression to reflect the values of the company being "Integrity, ingenuity and Inquisitiveness". The logo is a visual representation of the "squaring of the circle" for the simple solution to a classic problem of comparing incomparable sizes. THE OUTCOME: Thug was successfully re-launched in 2013: The company along with sister company was re-organized. A full plan for applying mission, vision and product strategy with a process that incorporates existing capabilities has been made, and goals for measuring success has been defined. SKILLS IN ACTION:
www.thugdesign.com Reference: Damon Sullivan, CEO at Thug, [email protected] |