Concept Design, the road to the best product concept

innovation made

Concept design is the innovative and creative process to translate the design strategy into the best possible product concept.

Development of form and user friendliness

The process of concept design consists mainly of ideation, sketching, creating mockups, testing on users, making digital presentation sketches, building 3D models and continuously evaluating form and usability.
Concept design, from strategy to concept

From strategy to the best concept design

We use the design strategy conclusions as a start for our concept design. We use the defined shapes, colors and appearances of the Design Strategy on our sketching wall as guidance and start the creative process of ideation and sketching.

For every project we create a small team of 3 or 4 designers that start sketching. They evaluate continuously on ergonomics, shape, fit into the strategy, technical solution, manufacturability and other factors. Some of the promising sketches are translated into foam mockups, to evaluate the shape in 3D.

During this process of concept design we offer you a 'look in the kitchen' session, where we share our decision making and decide on ambition level and best concept to move forward.


Concept design, more detailling

More detailing, towards a presentable concept design

Once the main direction has been chosen, we give the sketches more detail, run studies on colors, materials and more finalized shapes. This is also the moment that the first 3D surface modeling is done, that the product stack-up of technical components becomes more detailed and that some more or less final foam models are created to support the 3D surface modeling.



Concept design, surface modeling

3D CAD class A surface modeling

In order to reach the perfect shape we run the concept design of our products mainly in Alias Design, a powerful 3D surface modelling tool from the automotive industry.

We make sure that lines have G3 continuity, and surfaces connect to each other with at least G2 continuity, resulting in a high aesthetic quality concerning surface continuity, shadows and highlights.

Once the surface modeling is done, some high quality prototypes will be made to check the final shape of the product.



Concept design, testing and iterations

Concept design iterations, testing and optimizations

After we presented you the concept design both in a presentation and with mockups, we sometimes make very minor optimizations in the concept design, based on input from your team.

When these minor iterations have been finished in the 3D CAD model, we are ready with the concept design phase.



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product design with visionary innovation

Our approach has been tested in dozens of projects. In order to create great design and visionary innovations, we use powerful design and psychology tools, create solid design strategies and build a strong partnership with your team.

If you would like to discuss your project with us, then please get in touch with us. We'll help you to develop great new products.

innovation made


Gedempt Hamerkanaal 253
1021 KP Amsterdam
The Netherlands
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