9 cases of Anton Breman's professional effort in Asia
9 cases of
professional effort in Asia
Anton Breman Industrial Designer at Summer Design Office
Tranås, Sweden June – August 2007
The position involved; Design strategy, brand identity, interior design and brand
Temporary design office with the intention to let students and business meet and gain
experience from each other, 7 projects were carried out in varies fields from playground layout,
furniture to new business development.
My main customer, DK Data Kontor desired to transform their business framework from a
traditional office supplier to a service oriented business model. We presented a verbal and
visual identity concept, reframing their service offering in a simple and dynamic package called
the DK-Box. While sustain there long history as an office supplier we also created a flexible
and affordable retail interior that communicated there new direction.
Industrial Design Intern at Springtime
With a passion for life improvement as well as business development my professional journey
Amsterdam, The Netherlands, June – August 2006
has provided me with a global and multicultural mindset. From various consultancies and
The position involved; Brand extensions, brand strategy and concept development
discipline across the globe cultivating a broad and deep awareness of how design efforts can
boost, recover and transform business across the market landscape.
During my internship at Springtime I was running two brand extension projects.
One for the Dutch furniture brand Lintelo, where the focus was on creating new design
I act in the crossroads of design, research insight and business strategy to create awareness,
concept exploration the brands extension possibilities. The second project was for an erotic
clarity and direction for organizations and brands. Considering usability, viability and feasibility
product distributor where we explored various verbal and visual frameworks for new marketing
creating sustainable directions that will narrow the gap between business goals, solution
and sales channels.
offering and users experience, for better products, services and system for the stakeholders.
Industrial Design intern at Smart design
I am striving to utilize my enthusiasm, experience and awareness in a proactive international WEB LINK
environment to boost, recover and transform business. Design thinking for business
New York, USA March – June 2006
The position involved; User testing, product design, soft/hard prototyping.
Work experience: Exposed to numerous kitchen appliances project I embraced the Smart design philosopher
in user centric design while developing products through several concept exploration, user
testing, and prototypes. It also lead to my first product that reached the market, an oven mitt
Design Strategist at PEGA D&E
for OXO that later on was sold at Target.
Taipei, Taiwan, May 08 – May 09
Industrial Design Intern at Ergonomidesign
The position involved; Design strategy, strategic design, design management, design WEB LINK
research, NPD, product identity and Asian OEM/ODM business.
Stockholm, Sweden Sep 2004 – Sep -05
The position involved; Brand identity, product design, user studies, ergonomic and concept
PEGA D&E one of the leading OEM/ODM companies in the 3C and IT field in Asia, the
position has given me hands on working experience in the consumer electronic manufacturing
environment. As a member of the insight and strategy team, I had the opportunity to support
During my internship at Ergonomidesign I worked on various design challenges that enriched
the design team, sales, management and tier one customers with market research as well as
my perception of how design can be used as a powerful tool for brands, products and users.
consumer insights transforming them into innovative business strategies, products and service
While being part of brand strategy project for Optimus outdoor equipment I experienced how
design can be used as a powerful tool to boost and transform businesses. The first product
from there redesign was launched in March 2006.
I have also had the privilege to support management and corporate decision makers with
With Ergonomidesigns emphasis on ergonomic and universal design I experienced the
programs, process and information for a more efficient and effective management as well as
complexity and importance of connecting human behaviors and anatomy to objects. Through
NPD process. Preserving existing constellations and cultures create new platforms that could
hands on in context user studies and prototyping in the development of hand-heald tools and
lead the organization into new paradigms.
MA Industrial Design LTH Sweden2001-07 Special prize Nike Play award 2005
As a student at IKDC, Ingvar Kamprad Design Centre, I reserved a broad platform in The special prize was to visit the NIKE World Headquarters in Portland where we had the
visualization, functionality and esthetics. LTH was an international environment where we in opportunity to work side by side and learn from professional footwear designer. While
numerous courses collaborating and learned from international well known key players in the following there process and requirement we where able to experience the procedure and
design scene. Given me the foundation in development of product services and systems with steps in the development of a NIKE Skateboard model that lead to a customized NIKE SB
a sustainable perspective. concept shoe.
1: price Culinary Cup 2005
The theme of the contest was to create and visualize two meal concept for 2010, one for
NASA – LRT 2006 weekdays and one for parties.
The project involved; Scenario planning, scenario role play, product life scenario and product
With a cross-disciplinary team involving food chemist, chefs and designers we worked side
by side to tailor make the meals for tomorrow. It showed me the importance and power of
Design for extreme environments was a school project in co-operation with NASA and there
how different disciplines can work together to innovative with a holistic approach, considering
planned lunar expedition 2020. With a close collaboration with NASA and a one month on site
users, nutrition, preservation, branding and distribution.
camp at NASA, JSC in Houston, Texas, USA. We where exposed to the complexity and safety
measurements that NASA is requiring for there programs. It also put our design skills at test
Juries citation”Two cross-disciplinary innovative concepts with a futuristic approach”
and showed us how you with a design mentality can solve complex problems under extreme
condition while taking in consideration the entire lunar expedition from earth and back again.
2: end price in Future Sound of Sweden 2005
The collaboration resulted in a low-tech human powered lunar rescue vehicle that allowed the
astronaut’s to move twises as fare on the same metabolic load and therefore expanded the Sub - satellite sound system for portable music as mp3.
aria they could explore on the lunar surface. Challenging and rewarding.
Other collaboration projects IDEO, Royal College of Art, Ikea, Atelje lyktan, Tetra pack, Zenith
FIDU (preparing industrial design education) 2000-01
The main focus of the education was concept development and visualisation that we used to
apply for various Industrial Design educations.
AC Art College Gothenburg 2000
Basic oil painting, photography and sculptural studies.
AAC (Academy of Art College) San Francisco 1999-01 www.antonbreman.com
Industrial Design program learning basic principles in drawing and sculpturing
1 The Hat Workshop Extracting Information Organizing Information
Accomplish the management goals at PEGA D&E.
Create a workshop that helps the staff to
understand the organizations goals.
Visualize the organizations goal and define the
Build ownership of the objectives over team.
A road map that guides the organization to
its goals, dividing the action items over the
organization by taking advantage of its internal
Creating Action Plan
Link to HW presentation on slideshare
Team Building Exercises
2015 Own Brand Launch
Information & Facts
- Encourage the right mindset & have fun.
D+M No Limits
- Weird, wild, wacky and o the wall,
Rules & Guideline
- Let no good idea go unheard.
- Use both sides of your brain.
- Record your progress.
- Quantity not quality.
- No idea too stupid.
ideas are welcome.
Goal Gain Market recognition
- Watch the clock.
- Build on ideas.
2010~2012 Be the top-of-mind design consultancy in the
3C & IT (Consumer Electronic) industry
2 Mobile Marketing
Define and detect market opportunities for
Pegatron and the development of feature
phones in developing counters.
Provider Penetration Africa
Official languages English,
Market Segmentation + Competitive Population 148 M
GDP/ Per capita $1,500 (165th²)
Differentiation = Market Positioning IRAQ
Cell phone penetration rate 2007, 24.1%
EMTS launch in 2008, Alheri 3G HSDPA 2010
Outcome; Etisalat Afghanistan
Entry-level mobile for the emerging markets
that quickly and cheaply repackaging for sales PAKSITAN
in developed nations. Tunisiana PTCL
Trickle-up innovation ALGERIA BANGLADESH
Official languages Arabic ,ﺭﺉﺍﺯﺝﻝﺍ Banglalink
Population 33.769 million
GDP/ Per capita $8,100 (84th)
Cell phone penetration rate 2007, 81 %
Orascom Telecom Algeria GPRS and EDGE United Arab Emirates
Bidding and relase in E/2008
Etisalat Etihad Mobily
Atlantique Moov HSPDA
Burkina Faso, French, Indigenous
Côte d’Ivoire EGYPT
Frech Official languages Arabic ﻥﺍﺩﻭﺱﻝﺍ
Population 75,042M, GDP/ Per capita $5,491(97th)
Central African Republic (CAR).
Cell phone penetration rate 2008, 46%
MobiNil Launch service in 2009Q3
Etisalat Misr 3.75G (HSDPA)
Arabic and English
Official languages Swahili (de facto) English Popula-
tion 37.849M, GDP/ Per capita $1,100 (178th)
Cell phone penetration rate 2006, 14,5%
Etisalat Vodacom HSDPA 2007
Orascom INTEREST Telecel Zimbabwe
3 Design Presence High Fees
Increase the awareness of the value of design as
a strategically asset to the organization.
By communicating the value of design strategy
throughout the organization, from the different
design departments to sales and PM.
Improve internal communication of the position,
value and contribution of design.
- Increased presence of design in preliminary
stages in NPD (New Product Development)
- Improve internal cross BU (Business Units)
collaboration Low Fees
- New service offering and working collaborations Low In uence
Determine Determine Deﬁne Create Develop Manage Produce Distribute
Business Brand Customer Concepts Design Standards
Strategy Strategy Experience
Design as Tactic
DESIGN AS ;
Business Brand Design Brand Design Production Distribution
Strategy Strategy Identity Identity
an aesthetic value direction driver decision indicator
a business asset
a functional & decision driver
Design as Strategy
4 Management tools Intangibles
Support management with tools, facts and BUSINESS & MARKETING
information for more informed decision making DESIGN
Design for Competence
Establishing and create a design process, with
the most appropriate approach. COMMUNICATION
DESIGN Project Manager
A more efficient and effective management Strategy Produce
Meaning COLOR &
Design for Design for
What do we want other people will associate with us? Who are we? Who are our clients?
Balance between Market status, Potential client,
internal mar- Statistics and Market status,
R&D --> Roadmap
keting & Design Sales Condition Time to market,
Brief Development Design Audit (External)
Research & analysis
Process Roadmap development
/ Design Audit(Internal)
1. Explore or project assurance
Schedule Workshop & objective Pilot pressentation
1. Deeper understand of 1. Trinity-- User, Tecnical, content
Topic (Project Name) 2. Analyze current status,
Product & Segmentation
What is our position?
What do we o er? Who are our competitors?
Directions/Clarification Beta & Compleat
Current Product Status
Identety/ final vertion
Brief (Project Definition) 1. Sync with internal team, New opportunities Pilot Roadmap Road map model Prototype
Recommended modification templates
Scope marketing, BU and ID
2. Visualize our internal
3.Create foundation for
the PR materials
Discover & Understand De ne High level development Detaild develop Develop & test Deplyment
Planing Strategy Development Implementation
5 NPD IDMS
(Innovation, Design, Manufacturing & Service )
(New Product Development) RESEARCH
Transform the OEM NPD to a IDMS NPD
Objective $ LOST
How to transform an ODM/OEM company to a
R&R for the design department in this process.
Increased project hit rate.
Reduce sunk cost.
P0 P1 P2
Business Strategy De nition Feasibility & Viability Beta Testing & Marketing Testing
Technological opportunity Tecnological Tecnological Feacebillety Low- delity
Exploration of industry, technical Feacebillety and accessibility. Spec. De nition High- delity
trends, feasibility & accessibility Prototype
User Behaviors Reviw meting
Project Kick-o meeting
Approval meeting (review Participatory
Scenario Lab, Focus Group, Conjoint Analysis
Goals, Objectives Design Concept, Strategy, Design
Needs identi cation
Time to market Resource, Financial Plan
Target Costumer / Segment Opertuntey portfolio Preliminary Business Vibillety Re nd Final
Which country Exploration of targeted user & Business Case Business Case Business Case
Gender costumer groups, there characteris-
Age tics and their unique needs, goals
Social status and objectives.
6 Design thinkers
Give a push for the design scene in Taipei
Create actual and virtual communication
platforms for the design community in and
Networking and information sharing events.
What happens today?
Specific information, links that is relevant.
Gives small and concise answer for every day
questions, reduce amount of clicks Exhibit Advertising
Gives you clearer view of what’s around.
Information access Gathering / Research
What I’m buying and what I’m spending.
Pricerunner, exchange rate etc Transportation Supplier
What is where and how can I get there? User
Translation & Directions
Gives you hints of what’s around the corner.
Multiple tasks e.g. Translation and direction
Generate a deeper understanding of the Always
Connected Generation. Software
Translatior Travel Info Network U2U
- Execute a workshop that will give us a broad WorldWideWebb
insight in of Taiwan’s relation to digital and Innovation
Realizing and Implimantions ACG Mobile
connectivity and spread the word of PEGA’s WiFi 3.5G GPS
Realizing and Implimanting ACG 2.0
research and insight department.
- Detect interesting personalities that could be Realizing and Implimanting ACG 1.0
part in a deeper research session, creating diaries
over a period of seven days. Software
Lanching of ﬁrst
prototyp at World
Design principles for a Mobile Internet Device
Four co tionna
- Data board
- Dream ary
4. Ident iors
boa ocess 52 av
e worksh two ionna
s wo res + 48
1.Cut & 3. Select 6 ACG's for photo dia
8 Networking Mapping out the network framework
By braking down the topic to Identify the root problems or opportunities
Advanced NPD project
Communication with contextual information
Create new product opportunities for our client
and strengthen the relationship.
Detect opportunities and market segments
with the most appropriate features for further
Understanding the user and map out the real
Making technology more human
A road map on how the to develop a ubicuous
and secure information platforms.
Project scope Interact
IP, Hardware and Software
Understanding the user context
Introduce me! Contact list
Getting in contact with the
right person in your network.
You have 10 min in the morning to
How was it the recommend this place?
whaighting for the train to arrive. And you
I recognize that guy! Didn’t I see him at??
just what to be entertaind. Your status is
“on the go”
Sharing Bank You have to see this!
Who is around?
Instant sharing/upload. How are we handling,
Easy access for everyone in your network to share swap and for-
Where are my friends? Where should we meet?
sheering, archiving, tagging our media fils.
ward information. Instead of sending the fils, you forward the link
where you can view the content.
Mentality - ial Contacts
The modern performer on P
The young, unconventional power elite:
Intense life in profession and private
They use internet to manage their lives
Multi-optionality, flexible and multimedia enthusiasm
They are the power user of the internet NOW
A Forecast of the
Family, Friends, Colleges, Community
Gets now less important but it will be a major dilemma
What am I doing, right now?
An emerging key to context
What I’d like to do
Smarter, smaller, specialized
Better Software reduces
Learning and usage time
A mobile platform that adapts its
behavior to your activities
The system cross pollinate and filter your
web applications to create your one mix of
information. E.g. You can look in to your
family photo album and see where it was
taken and home where there to if the same
persons are back in the city for a reunion, in
a simple and intuitive way.
Mobility is the new platform, and semantic
technologies are needed to deliver
seamless, customizable, context aware
services, any time, any where.
What are they doing now?
Who are they?
Do I know there friends?
Where are they?
Where was this
Pass the benefits of digital technology to non-digital users.
Bridging the digital divide.
The rising accessibility and affordability of digital cameras and camera
phones has created a boom on digital capturing and lead to a stronger need
for simple media management.
ORBIT bridges the digital divide, lowering the threshold resistance for
new technology adoption on both the Top and Bottom of the Pyramid by
providing an analog user experience.
ORBIT is a scalable system that starts with a simple solution and allows
growing its capacity along with the user’s technological abilities.
Starting from a non digital audience, ORBIT proposes a bottom up
innovation, allowing people to store, manage and share their memories with
A haven for your digital memories
Threshold breaker WEB
Developed Markets - Unlimited safe storage
Europe and USA - Services
- Digital capturing [ORBIT] - communication
Digital capturing storage
Increase web accessibility
Emerging Markets Revenues
- Digital capturing
- Web access - Interactive marketing
- Digital capturing
Thank you for your time
Feel free to e-mail me at firstname.lastname@example.org
or visit www.antonbreman.com