Prime Studio Product Design | from LinkedIn
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Prime Studio Product Design | from LinkedIn

(playful music) Prime Studio, as we call ourselves, are product plus brand design consultancy. And what that means is that we do both of those things for our clients. We obviously create products for them, that’s what we’re known for the most. But we also work with developing brands through the lens of physical product. We very much strive to
partner with the clients and work with them to
understand what it is that they’re looking to do, and what they’re trying to create. And then we think about
developing products and packaging for that,
to fit with that DNA. We don’t have a house style. We design to the needs of the brand. (playful music) One of the things that
led us into the field of brand design is that I spent many years working with some of the larger corporations. When I find that what happened is that as a design firm, you often end up being the conduit between like the marketing
department, the engineering department, perhaps the
eventual manufacturer. So you develop a skill set which allows you to think
holistically about the product, and that’s the same type of thinking which I think you need when you’re
creating brands from scratch. (playful music) One of the great things is that, you know, we’re here right in the heart of New York. You get so much just download of new things from just walking around on the streets in New York. That’s one of the reasons I love it here. But we also have a very
kind of multicultural team. So we all kind of bounce off
one another a little bit. I think that that’s important. As I design, I go, constantly keeping your eyes open, really, for, for new things and new trends. (suave music) – I always knew I wanted
to do something creative. But I started in architecture, and I found out about industrial
design in London and have been doing it ever since. – I actually went to
school for architecture, and I realized that that was not for me. But luckily, there was an
industrial design program, I just changed majors, it was perfect. (suave music) – Currently what I’m working on is some designs for a cutlery set. We do everything from, you know, the block to all the different sizes of the knife handles, as well as different blades that go along
with, with the handles. – So right now, we are
putting together a prototype for a knife block. And we have a couple different directions. This is the first prototype
we’re putting together, and this is really good to help us understand dimensions, and how something’s gonna sit on a counter
top, if it’s too big, if it’s too clunky. And, yeah, it’s something
we can do really quickly and, and get like really good feedback. (playful music) – We work with a variety of software. But we are still also
kinda old school, you know, like we do a lot of pencil sketching, and it’s nice to get
everyone around the table and kind of do some thumbnail sketching. – We don’t like bringing in CAD too early in the design process, because it really can like break you down, like getting hung up on little details, which don’t really matter
to the overall idea which you want to bring across. – Typically, we bring it into photoshop and render up a, you know,
all our different concepts that we’ve selected,
because a lot of times what we found is that when we show them like a super hot rendering,
it’s almost too final. So a lot of times our
clients are kinda hesitant or afraid to comment on,
on the different concepts. – When I started Prime
Studio, one of the things that I was really interested in is that we worked on a wide variety of products. Every project we do is different, and as I said, what we like
to do is like sit down and really work with the clients to figure out what their needs are. The needs of a corporation like Unilever are very different to the
needs of a startup company. We were the company that was responsible for the Axe detailer. We launched Howie’s razors. And we’ve also developed
brands from scratch, like Squish. (energetic music) Squish is a line of
collapsable housewares products that we designed for our long-term client, Robinson Home Products, in Buffalo. They came to us with a very simple brief, which was that they wanted
to design some products to get into the collapsable
kitchen (unintelligible.) They wanted us to basically
develop a brand from scratch. (upbeat music) The products that we
came up with for them are very fun, they’re very colorful. They have a great amount of utility in that when you don’t use them, they basically collapse to nothing. And it’s been a very
successful line for them. (energetic music) Initially, what we took a look at was current product already in the market, purely from an aesthetic point of view. It’s really to bring us up to speed with what everyone else is doing, and familiarize ourselves
with this type of product. But again, we’re also
always looking for like, is there a certain area of opportunity where people are not currently playing? – [Juan] I, I actually think
this one’s really comfortable. – Because you think it never goes forward, but like sometimes when you really get in there, you can kinda go over. – With your thumb, right. – So that you don’t, you know, you don’t slip over. – Yeah, and I think that
having this cut here could actually like play
into like having this nice thumb kinda grove. – So finally, after we’ve
lived with these things for a while, and tested them at home, what we did was we captured
what we thought was some of the real positive benefits of some of these products. These are really just
there for us to discuss with the client, and ultimately, that led into a kind of
like a featured list, a feature want list, that we created for each individual product. (cheerful music) The culmination of all this research was that we presented to the client four different mood boards or images for what we thought
were possible directions for this new brand and this new line. That information is what we used from then when we went ahead and created
our initial design concept. Also at this first
presentation with the client, we also started to explore
names for the brand. Ironically, the one that
we ended up going with was Squish. I say ironically because every project we give a little nickname in the project, and we knew that this project was gonna be about collapsable products,
so I called it project squish. So even though we presented
a nice range of names with the reasoning behind
each one to the client, everyone gravitated towards
Squish straightaway. What we next did was present
the logo options to them. When we’re developing these logos, what we’re trying to do is
give a little bit of a nod to the function of the
product and how it works, so for example, here on the logo we have the, the circles going to the
oval, which is actually a reference to the shape of the products, but gives the idea that
the product itself is collapsing a little bit. Here you can see that we have basically, we’re squishing in from side to side. And then this is a little bit of a more literal reference to the fold lines in the product itself. And this is how the logo actually ended up in actual usage. We also came up with this tag line, cook, squish, store, which I think like really epitomizes what the difference between these products are. So after we got the
direction from the client on what type of look and feel they were looking for the line, we
come back to the office and we do our initial sketch explanation. These are just purely
for those internally. They’re never shared with the client, but it’s for the designers
here to collaborate, put sketches up on the wall. We all discuss them and try to get a feel for what’s the right concepts that we wanna move forward with. (cheerful music) We actually really make
life hard for ourselves in the beginning, because we know if we can come up with a
design language that works, on very disparate
products, then obviously, it’ll translate to things
which are closer in. Initially with Squish, I think we launched eight or nine products, but now we’re up to perhaps 45 or 50. So it’s really important
that the design language we come up with at these early stages is flexible enough to
translate to all those different types of products. (playful music) – Once we have an idea, which direction we wanna take, we take
this into the CAD model, and then what makes it fun is like the reality check in one sense, that, you know, it has to
work in three dimensions. But still, like, very much
part of the design process, it’s not just executional. There’s still a lot of
correcting and adjusting and fine-tuning that’s
happening as you work on the CAD model. – So, we’ve got the tongs
prototype, haven’t we? – Which, uh… – Oh, wow. – Oh, wow. – I have to say it’s pretty amazing. – That’s a fun prototype.
– Yeah. – Very often the vendor who is actually doing the touring for us
and the production is also handling the prototyping, often, and you get feedback from the factory about design for manufacturing. Squish is, for example, there was like quite a bit of back and
forth about the right stiffness for the material
for it to work well, and had to be like changed around, just for the manufacturing process. Often people would think, like, it’s all kind of
scientifically figured out, but very often it just comes down to just giving it good
case and trying it out. But that’s really like just a few times back and forth until, like,
we’re all in agreement, and the factory can continue into the tooling. (cheerful music) – Once we had the product design, the next thing was to come
up with the packaging. One of the things you’ll
notice about Squish products is in reality, they
are all different sizes and all different shapes. And what that means is that we have to think about each product individually, but also as a whole, so when you look at all the lineup, all the packaging has to look the same, but yet each one has to be designed completely separately, because it’s gonna hang on the shelf differently, and it has completely different
shapes and parameters. (suave music) – There’s maybe a misconception in design that sometimes there’s the right answer. And I think that there’s
not only one solution to any design problem. I mean, I think as designers, your job is to think about those
solutions objectively. We’re constantly evolving
the way that we work. We obviously, software
is obviously evolving. It’s just a question of keeping our eyes and ears open, I mean, we’re all active in the design community, so there’s, uh… There’s a lot of learning goes on just through word of mouth. We’re very real world people. We wanna work with the manufacturers to make sure that the
designs that we come up with can be easily manufactured. Otherwise it’s not a good design.

About Ralph Robinson

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35 thoughts on “Prime Studio Product Design | from LinkedIn

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  2. anyone know the name of program that they are using to create the product and rendering them. plss tell me, i am using rhino but it is not quick and convenient. should i change?

  3. Super interesting. Can't wait to get a little workshop setup like that at Mayku. Also, huge fan of sketching early on in the design process – we did a lot of this in the developmnet of the FormBox.

  4. Your work is amazing, and the video is very inspiring. For the first time I was wondering, what is the situation with the patents associated with the products designed by the Studio? Are they owned by the Studio, or by the Client requesting the work? Do you share the ownership?

  5. Very good products. It is an inspiration video to the beginner designers like us. Hope that you success in your products. Hope to make more like inspirational videos for us.

  6. Prime Studio may want to run their designers through a shop safety refresher course. Look how high the band saw blade is at 3:32 😬

    I hope everyone is safe and with all their fingers!

  7. 316/5000
    Receive my congratulations. Your designs are a beautiful job. I want to ask about the end of the life cycle of the objects. The design process contemplates a study about what happens after the useful life of the objects?
    How are the concepts of waste, and environmental pollution studied?

  8. hours of looking and i know this is what i want. I graduated with a business marketing after being talked out of architecture. Ill never play it safe again. This is what i want. Any advice on how to go this route from my position?

  9. This is a major I wished I had discovered before spending 4 years with engineering. Definitely something I'll be pursing while working.

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