Translating brand attributes into product design

Working alongside the design team of a peripherals manufacturer to help translate their brand values into product look and feel.

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 
  • Cultural insights
  • Design Guidelines
  • Digital Ethnography
  • Qualitative research
  • US

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San Francisco
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