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We partnered with the Nortek product team to develop their new flagship products and create a Visual Brand Language to guide them for the foreseeable future.
Nortek was seeing their market share threatened by new players. To increase their market share and customer base they acquired various smaller competitors. To exist as a cohesive brand these various portfolio's required an updated product language.
We analyzed the existing residential security brands, compiled architectural and UX inspiration, generated hundreds of ideas, filtered down to high quality concepts, established strong brand and product design rules, and developed the initial flagship products.
Disjointed Nortek product portfolio post-acquisition.
Defining architectures of competitor products.
Developed design inspiration.
Pinned up sketches and inspiration.
Initial ideas.
More initial ideas.
Directional concepts.
More directional concepts.
More directional concepts.
Initial visual product language rules.
Final design language direction.
Using the language in context.
Updates based on engineering feedback.
Updated design language.
The result was a simple, applicable, and cohesive design language, cemented by 6 keystone products. Beyond developing these initial products, we created Nortek's first VBL guidelines, to be followed as the portfolio expands and more products are developed.
If you're curious to learn more, please reach out:
rosscbrinkman@gmail.com