Study The essence of product design is to improve people’s live by chang-
2006 - 2010 ing their daily challenges into feasible product solutions. Since every
Delft University of Technology
MSc Strategic Product Design - Automotive Variant individual has its own preference, taste, opinion, and belief it is a must
to be versatile and capable to listen to people. It is my way to
become successful as an strategic product designer.
MA Vehicle Interiors, 1st term.
2003 - 2006
Delft University of Technology My name is Bram Hendriks. This portfolio shows you a reﬂection of my
BSc Industrial Design Engineering
capabilities: being versatile and capable to listen to people.
Skills With that, I hope to succeed as designer by surprising people with my
Word, Excel, Powerpoint ideas.
Adobe CS (Ps, Ai, Id)
With kind regards,
(+31) 643 070 176
DRIVING YOUR SECOND HUMAN BODY
the road towards a successful commercialization of SmarTECtm in the automotive industry
What will be the strategy plan of commercializing smart ad-
vanced textiles & composites (SmarTECtm) in the automo-
tive industry from 2010 to 2030?
The project starts with an analysis to strengths and weak-
nesses of the concerned materials and the opportunities
and threats from the automotive industry, followed by a
design study - including literature study, creative sessions,
idea sketching, and conceptual illustrating - on future appli-
cation areas of the materials in automobiles. Finally, the for-
mulation of a commercialization strategy is supported with
literature study on new material & technology commercial-
ization and visualization techniques for roadmapping.
The results are search areas for commercializing smart ad-
vanced textiles and composites, a design proposal for the
KG-1 Projecta 2020 and 2030, the SmarTECtm commer-
cialization spiral that visualizes the recommended commer-
cialization activities, and a roadmap that visualizes the road
towards a successfull commercialzation of SmarTECtm in
the automotive industry
designing a strategy plan for reinier de graaf group
Reinier de Graaf Group needs a strategic plan to attract
patients and visitors.
The methodology includes a SWOT analysis, future sce-
nario analysis, a focus group session and several question-
The major outcome is that information provision is consid-
ered to be the core competention to attract patients and
visitors. The provision has to be on one hand professional
and on the other hand personal.
designing a brand positioning plan for bosch
Bosch needs to improve its brand position within its mar-
kets of automotive technology, industrial technology, and
consumer goods & building technology.
The project consists of a SWOT analysis and focuses on
the ‘open innovation’ model by Chesbrough (2003).
In order to enforce Bosch’ brand position a number recom-
mendations with regards to the corporate brand, organi-
sation, new product & service development, and markets.
This strategy is called the ‘Branding Innovation Cycle’ and
visualized in the ‘Future roadmap of Boschland’.
Feedback BRAND Sensitisation
Product & Service in market Brand Essence & Values
Internal & External change Missions & Strategy
New Brand Fulfillment Form-giving Brand content
New Brand Content Brand Promise Fulfillment
Business Environment Conceptualisation
Consumer Goods & Industry
Building Technology Technology
New Product & Service Introduction Internal Fit Analysis
Promotion & Sales External Fit Analysis
Distribution Channel Business Model
Advertising & PR Viability & Feasibility
Marketing Communication Desirability & Usability
designing a strategy plan for land rover
Land Rover needs to improve its product portfolio as wel as
its design language for the forthcoming years.
The methodology includes a brand analysis, portfolio man-
agement analysis, hierachic form analysis, and a design
Technology and ecology are the most important design driv-
ers for Land Rover. Fuel consumption and CO2 emissions
will therefore be important aspects of Land Rover’s brand
and product strategy. The Range Rover will have to seper-
ate itself from the Range Rover Sport. The Discovery has to
ﬁnd the right way to the consumer in competing Volvo.
presentation of industrial products
CITROËN C4 PICASSO
interior design of the successor for the year 2013
VEHICLE DESIGN SUMMIT
collaborative design project for a sustainable vehicle on the indian market
Vehicle Design Summit is a global consortium of university
teams that design a sustainable vehicle for the Indian auto-
motive market. The project was founded at Massachusetts
Institute of Technology (MIT) in Boston, USA.
Indigo Studio Delft
The team that represents Delft University of Technology is
called Indigo Studio Delft. It consists of six master students
from the the faculty of Industrial Design Enigneering. Those
responsibility is the exterior and interior design of the car,
together with its future scenario.
The result of Indigo Studio Delft is a design proposal sup-
ported with a future context analysis, form strategy, CAS
models, and an implementation plan.
interior design of the successor for the year 2020
presentation of mobility
digital presentation of industrial products