Amfit Design Strategy
- Amfit Design Strategy & Innovation
Revitalizing a brand through design - Amfit faced a challenge: new market entrants with new but inferior technology were attracting the attention of customers and gaining market share. The core Amfit product not only looked dated, but conveyed an image of outmoded technology.Amfit had already refreshed their logo, and now it was time to develop a new look for Amfit's core products as well as create new products that considered the entire user experience and delivered innovations that mattered to the customer.
Greg Hinzmann developed the Strategic Design Profile as an assessment tool to help companies assess their positioning in the market, identify strategic design opportunities and set appropriate goals for design.
Amfit's original product offering did not convey an image that was commensurate with their technology.
Description
Amfit faced a challenge: new market entrants with new but inferior technology were attracting the attention of customers and gaining market share. The core Amfit product not only looked dated, but conveyed an image of outmoded technology.
Amfit had already refreshed their logo, and now it was time to develop a new look for Amfit's core products as well as create new products that considered the entire user experience and delivered innovations that mattered to the customer.
Amfit had already refreshed their logo, and now it was time to develop a new look for Amfit's core products as well as create new products that considered the entire user experience and delivered innovations that mattered to the customer.
Fields
Industrial Design, Product Design, Branding
Date
2012
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