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Branding, Art Direction & Toolkits

A prominent section of Bosch's home appliance group in Europe found that their consumers shared distinctly different motives and mindsets from the mainstream Bosch offerings. Not technology driven, efficiency driven, nor bargain-driven, they represented a unique challenge for a German, engineering-forward company.

Working closely with IDEO and research via Bain Consulting, we created a toolkit of mindsets, behaviours and empathetic approaches for designers across brands to connect to this mindset. This project allowed designers, project managers and brand managers to join and begin advocating for the importance of this user group, and the foundation work shown here has shifted the entire portfolio strategy and internal process at Bosch.

Developed by Joel Derksen with IDEO.