Creating a differentiated portfolio from scratch

Analytical approaches were put in practice to identify how consumer needs in the category cluster together and how that translates into specific product features

The Challenge

How can the color, material and finish of a tablet or keyboard case impact brand perceptions? Our technology client was looking to leverage design cues to get their key values across.

Our Approach

Working collaboratively with the client’s design team and using a mix of cultural insight and semiotics, digital ethnography and in-person sessions we unpicked what key brand attributes mean to people and how they can be expressed through color, material and finish.

Our Impact

A clear set of design principles, guidelines for how to convey each brand attribute through product CMF, and where to look for inspiration in other categories.

  • Technology
Study type 
  • Innovation guidelines
  • Need identification
  • Opportunity identification sizing and prioritisation
  • Quantitative research
  • US

San Francisco

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San Francisco
CA 94105
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New York

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NY 11201
+1 855 503 0723


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United Kingdom
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