Concept development and design

My strength is recognising a market match: what kind of product would meet a market need, and why people would choose it. I listen to experiences and opinions, notice early signals and connect them with technology or a new idea. Market research is one source of information; the concept comes from interpreting and connecting those observations.

I can join before the product idea or the problem has been defined. I also use Design Thinking methods for problem discovery to explore entirely new solutions. At Pole, the starting point was the growth of enduro and the opportunity to combine downhill and trail bike characteristics in a new way.

I design the product’s form, structure and function, and how it will be manufactured. At Pole, choosing 7075 aluminium led us to develop a machining and bonding method. Material, structure and design developed together.

I also design brand identities and logos. I have designed dozens of logos and still draw them by hand. The scope of identity work is agreed individually.

At Pole, I questioned established bicycle industry practices. I combined the best of downhill and trail bikes into a more capable enduro bike. In The Machine, this thinking met a machined and bonded metal frame: the aim was a bike with meaningful functional differences and an alternative to carbon fibre composite.

Explore The Machine project →

Tell me what you are designing or what needs to change in an existing product. If you have drawings, photographs or a 3D model, we can review them. We agree on the scope and deliverables before starting.