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What’s your next big thing when you already have the best technology in the market? For Amfit, it was a redesign of their core product and a design language that could be applied to existing as well as new products to make a bold statement and position the brand as the leader they should be.


We mined customers for insights through interviews and observations. We applied a contemporary aesthetic to the product design and we considered the holistic experience and added features and functionality to enhance the system’s value such as a laser alignment and a workstand for the computer that runs the system that doubled as a display for demonstrating the technology to customers.


The results were immediate and set the company on a decade of profitable growth.

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