Product Design is personal story connecting the dots from my beginnings to the present.

1. WHO
AM
I ?
Building
Your
Brand
WHO
AM
I WORKING
WITH ?
Material
Palette
at hand
Inspirations

2. WHO
AM
I ?
It all begins with understanding
who you are. What are you
passionate about?

3. HIGH
SIERRA
BEGININGS
Mills
Flumes
Railroads
Lakes
Mud Dams
Managing Frogs

4. San Francisco
Understandings
History
Analysis
Style

5. My design philosophy is rooted in my
upbringing and has remained constant
throughout the years. My parents were
brilliant Stanford graduates. My father
was a MD/General Practitioner whose
breadth of practice and experimentation
was legendary. My mother was a history
scholar. They raised me to question,
research, experiment and roam freely, to
experiment with the old and relentlessly
seek the new. My first Industrial Design
project was a radical interpretation of the
Skateboard. As a student in painting and
drawing. I moved quickly through
conventional media to the application
of colored agricultural gypsum to the
ground using, at first flower sifters and
then football field liners.
Open
Experimental
Approach
MATERIALS TECHNOLOGIES LIFE STYLE

6. From the beginning, my engagement has
been social, political and involved working
with others. First, friends in my
neighborhood, building dams, forts,
designing a more effective skateboard,
later more organized groups for political,
social causes or artistic ventures. What
was known as Morris’s Studio, at 37 West
7th Street in Eugene became my studio
and then Graphic 37, Vision Works and
finally Mobius.
Open
Experimental
Collaborative
MATERIALS TECHNOLOGIES LIFE STYLE

7. The University offered me my first formal
setting for teaching. i took what I already
knew and what I learned about collaborative
process in the arts in the studios at the
University and extended it to my
classrooms, to the studios downtown and
later to my business ventures.
Teaching
Collaboration
Experimentation
COLLABORATION TEACHING LIFE STYLE

8. I cut my teeth as a graphic designer
branding the groups and cadres,
shaping identities on the fly.
The Crucible
Of the
60’s

9. Building
Your
Brand

10. As Mobius grew, it offered an expanding
platform for collaborative teaching, the
development of great groups and high
performance teams. It also offered a
wonderful playground for experimenting
with Brand Identity.
Teaching
Collaboration
Experimentation
COLLABORATION TEACHING LIFE STYLE

11. For 20 years Mobius lead the retail,
exhibit and showroom design and build
industry: Concept to finished product and
beyond. It was then and remains my
mission to stop the money from falling
through the cracks.
Industrial
Collaboration
Experimentation
COLLABORATION TRAINING LIFE STYLE
Team Behavior:
Cross functional
Design
Engineering
Production
Installation
Analysis

12. WHO
AM
I WORKING
WITH ?
The key is finding partners you believe
in, where there is significant overlap in
values and intention and cultivating,
growing and honoring the relationships.

13. My dad was a friend of David Packards
and I had grown up in silicone valley. Even
though my dad was long gone and I worked
my way up through the ranks, I knew
and believed in the values of HP and
willed an excellent relationship into
existence.

14. Leveraging
off of new
materials
and technologies

15. As my painting studio turned into a
graphic design and print business we
began to specialize in corporate identity
and industrial design applications.
Extensive material research revealed and
experimentation with discovered materials
and experimentation in new combinations
of materials lead me to the first use of
sintra and alucobond in retail display. The
lamination of styrene to new rigid foam
boards allowed very light weight walls
slotted to form load bearing structures
that would flat pack for shipping. We
incorporated an advanced bicycle shop
into our facility, to fabricate an increasing
demand for internally shock corded exhibit
systems and to take advantage of its
sophisticated computer driven engineering
capabilities.
Open
Experimental
Approach
CORPORATE IDENTITY TECHNOLOGY BRANDING

16. Leveraging
off of new
materials
and technologies
Light weigh, KD engineering, finding
and inventing new material combinations
were my advantages in the beginning.

17. Fabrication techniques often need to be
invented to bond or fasten unusual
materials together. Apple asked other
producers to price this disk holder. They
replied that they could not duplicate our
fabrication techniques.
Open
Experimental
Approach
ENGINEERING TECHNOLOGY BRANDING

18. This 120 screen video environment for
Nike required completely redesigning
video switching technology. I had to work
very hard to convince Nike that the
application would be visible to the 50,000
people who passed through the hallways
of the exhibit. Would it justify the 1.2
million dollar investment (Editing and
software only, equipment rented). It was a
phenomenal success. We extended the
technologies to Niketowns in the next
three years. Nike leaped from a half billion
to a two and a half billion dollar company
during that period.
Open
Experimental
Approach
MULTIMEDIA TECHNOLOGY BRANDING
Gold Medal Award

19. FIRSTS:
Introduction of tensioned cable systems
into Branded Environments for hanging
graphics on the new Nike campus
buildings
Extensive use of digital printing. Bayer
dithering patterns were just beginning to
be used for full color digital printing. The
width limitation was 30”. We used multiple
bands to fill the employee staircases with
images.
Open
Experimental
Approach
MULTIMEDIA TECHNOLOGY BRANDING

20. Researching and intimately understanding
Companies histories is essential to
telling Brand stories. I introduced
historical case work to Nike and
uncovered the life of their conceptual
progenitor by combing the Universities
Archives: Bill Hayward was the first track
athlete to wear spikes and the first coach
to employ air cushions to prevent injuries.
He coached in five olympic games. He
was Bill Bowermans coach and mentor
and Bill refused to be inducted into the
track and field hall of fame until Bill
Hayward was inducted.
Open
Experimental
Research
RESEARCH TECHNOLOGY BRANDING

21. Later I applying and extended these
hanging techniques and technologies in
forming the identity of Benetton
Sportsystem. We created a showroom in
New York City with a hanging grid similar
to a fixed grid that we had designed,
engineered and installed for Nike, This
one, however, could be lowered to the
floor and raised as it was loaded. The
added efficiency lead to much more
frequent use. We were also able to fully
integrate the lights into the Benetton grid.
Open
Continuous
Experimentation
MULTIMEDIA TECHNOLOGY BRANDING

22. The Benetton Showroom was also the site
where I directed the development and
installation of the most cost effective and
easiest to use puck system. Later, I
applied for a patent and marketed the
product as Gallery Wall.
Open
Experimental
Approach
MULTIMEDIA TECHNOLOGY BRANDING

23. Benetton Sportsystem was an instant
multi-billion dollar company, composed of
a half dozen smaller companies. We were
given the rare opportunity to be ad
agency, design group, builder, installer,
technology company and grand opening
event and party organizer. We needed to
understand, display and promote a
diverse world of sports products.
Open
Experimental
Approach
MULTIMEDIA ADVERTISING BRANDING

24. I developed these horizontally
tensioned traveling displays for Apple to
display prints developed by their
first graphic programs. We called them
the Harp Walls. There was no president.
After inserting stopped cables in key
holes in the upright sculptural end pieces,
we backed the horizontal bars away from
their resting place though the use of
threaded bolts and cranks. The cables
tensioned to 400 lbs of pressure, leaving
no visible deflection when the graphics
were hung. I did the very first test and
installation at the Puck Building in NYC, It
was a leap of faith in engineering
calculations.
Open
Experimental
Approach
ENGINEERING TECHNOLOGY RESEARCH BRANDING

25. After HP and Nike, the partners streamed
through the door. On this page:
1) The first fixture system to display
Jordan products in retail.
2) An experimental product launch for
Reebok: First extensive use of paper
materials in a high end point of purchase
system.
3) Roland electronics ballroom at the giant
music electronics show in LA. The exhibit
was a challenging mix of light show, light
and video projected images, simultaneous
live music demos at a dozen pods and on
stage speaker presentations. It was a
fascinating challenge.
4) The 16 thousand square foot traveling
history of the NFL. This was part of a the
350 350 thousand sq. ft NFL Experience,
which I co-directed.
Open
Experimental
Approach
ENGINEERING TECHNOLOGY RESEARCH BRANDING

26. WHO
AM
I ?
Building
Your
Brand
WHO
AM
I WORKING
WITH ?

27. Inspirations
Combing the world for
design brilliance.

32. Every three years EuroShop focuses brilliant lights on the very best of display design and product
presentation and engineering.

35. New partners offered new challenges:
New products to explore, understand,
position, re-position, enhance and
advance in the marketplace
Open
Experimental
Approach
ENGINEERING TECHNOLOGY RESEARCH BRANDING

36. As we continued to be sought after for our
ability to conceive and build the
impossible, we also became the inline
manufacturer for our partners multiple
environments, stores and shop in shops.
Open
Experimental
Approach
ENGINEERING TECHNOLOGY RESEARCH BRANDING

37. We co-leased a building with our long
term partner Levi Strauss & Company that
incorporated a design studio, office and
showroom for Mobius, office space for
Levi and the latest iteration of every Levi
shop. Advertising agencies, competing
design and manufacturing organizations
came together with every description of
Mobius and Levi employee to meet, work,
tweak and experiment in the marvelous,
experimental laboratory. It was and
remains unprecedented example of open
collaboration in a otherwise fiercely
competitive industry. I am very proud to
have suggested and fostered this
experiment.
Partnership
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

38. Over a period of 12 years we produced
thousands of Levi and Dockers shops. It
was a heady mix of material, engineering,
brand and product experimentation.
Partnership
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

39. Levi was simply the ideal partner. They
were my dream, my goal and my
inspiration. They conspired with me in a
marriage of cooperation that has left me
using the word partnership to define the
best in all relationships.
Partnership
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

40. Collaboration with great design groups,
like Sandstrom Design on Starter and
great partners like REI have made my
work a pleasure.
REI cycles through periods where they
allow their product partners to install their
displays and fixtures. Through those
cycles this double bag display for Sierra
Designs outlasted them all.
Partnership
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

41. More Sandstrom collaboration. All
drawings by thrive.
Partnership
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

42. Pushing the limits of what a kitchen can
be: On occasion I have needed to take a
break from the rigors of retail. I am a cook
and one of my favorite areas of
experimentation has been kitchen design.
Partnership
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

43. Two pages from a booklet presented to
the Museum Design Team at Intel to win
an redesign, update and expansion
project.
One page of a study put together for Nike
on concrete techniques.
Research
Collaboration
Experimentation
ENGINEERING TECHNOLOGY RESEARCH BRANDING

44. For Adidas the challenge was
differentiating the brand from Nike.
For House of Blues it was such a unique
style with distressed and wild finishes.
The Sony store was a mammoth technical
challenge
ENGINEERING MANUFACTURING RESEARCH BRANDING
Partnership
Collaboration
Experimentation

45. Ultimately the most important ingredient
is the people. I have learned so much
about and benefited so demonstrably
from integrated high performance teams.
VALUES TECHNOLOGY RESEARCH BRANDING
Teamwork
Collaboration
Experimentation

46. I designed this Nike Shop, for Nike, to be
the centerpiece in Finish Line Big Box
Stores. The leap forward here is the clear
story telling, the definition of point of view
both physically and conceptually on the
boards. It integrates perfectly with the
Brand in broad stroke and technically. It
pushes the Brand forward, as it
challenges both the Big Box and the
Brand to have a heart, to be a dynamic
gathering place. I have presented three
out of the twenty two pages here.
Teamwork
Collaboration
Experimentation
VALUES TECHNOLOGY RESEARCH BRANDING

47. I Directed the Design of this Jordan Store
for Nike. The research on this project was
extensive and the design process went on
for six months. Three design studies/
books were presented. One is presented
completely here. I have included some
pages from the others.
.
Brand
Study &
Interpretation
PATH PLACE IDENTITY

48. Poured in place concrete and the use of a
exotic concrete curtain are the key
material features of this store.
.

49. This project worked through so many
aspects of one of the most carefully and
thoroughly defined brands.
.

50. We started with the playground.
.

51. This project for Diesel was one of the first
projects I brought in during the five years
that I spent consulting with EYELEVEL,
now a global design/build company. My
role was that of Global Strategist. This
custom lighting fixture was part of a shop
system for Macy’s. Also pictured is the
portal designed to facilitate reporting and
ordering of the fixture system. The Diesel
account justified our opening a New York
office. During my consultancy, EYELEVEL
grew from 25 people in the Prague office
to 250 people globally with offices in
Prague, Moscow, Portland, New York,
Sydney, Curitiba, Shanghai, Hong Kong,
and Amsterdam. EYELEVEL is now part of
Innerworkings (INWK, NASDAQ)
Partnership
Collaboration
Experimentation
STRATEGY MARKETING RESEARCH SALES

52. EYELVELS projects were very similar to
those of Mobius, Thrive and Productz on
a more global scale. Productz projects
had taken me to China and I had worked
and traveled extensively in Europe. Those
ecperiences helped me in my various
roles on the EYELEVEL management
teams.
Partnership
Collaboration
Experimentation
STRATEGY MARKETING RESEARCH SALES

53. The most critical behavior in EYELEVEL’s
mix is it’s sentient team trainings. The
constant trainings, combining written
exercises, team competitions (both
physical and mental) bring teams together
globally in dynamic ways unparalleled in
their industry. These trainings and the
strategic rotation of team members
between offices (something I have
advocated and coached clients to do
since working in China) lead to very
efficient, high performance teamwork. I
was already a practitioner of team
process as a teaching method to
maximize learning and innovation. After
EYELEVEL, I am a true believer
And finally on page 36: My very best
teachers and my finest students, my
children: Jacob, Anna and Alija.
Partnership
Collaboration
Experimentation
STRATEGY MARKETING RESEARCH SALES

54. http://www.alijacraycroft.com/
http://www.nytimes.com/movies/person/306168/Jacob-Craycroft
http://www.nytimes.com/movies/person/306168/Jacob-Craycroft
http://www.agencyoforphan.com/
http://www.huffingtonpost.com/mutualart/portland-institute-for-contemporary-art_b_3804093.html
http://annacraycroft.com/

55. Material
Palette
at hand

57. WHO
AM
I ?
Building
Your
Brand
WHO
AM
I WORKING
WITH ?
Material
Palette
at hand
Inspirations

58. Thank You