Design, Naming, Brand Management, Ongoing Consultation
The founder of Lynx Design came to me with a brilliant intention—to bring joy, dignity, and autonomy into the lives of those with motion disorders such as Essential Tremor and Parkinson's Disease. Research, interviews, and statistics were gathered to understand the demographic as well as their pain points. All other solutions were found to be either cumbersome, ineffective, or highly invasive (e.g. brain surgery).
In order to turn the products into an elegant "lifestyle brand" rather than a series of medical aids, I helped Lynx Design become Lift Design. The brand lockup allows for a family of products that bears the same iconic mark as the parent company. Reception with patients, doctors, and administrators has been heartwarming—they are grateful for an understated product that feels more like a gift than a mockery of their conditions.