Hand Tools

Redefining Fasteners

Design of a New Product Platform


An early portfolio project by our Design Director, the sponsoring company engineering department had invented a new and innovative mechanical system for driving brad nails within an envelop typical of standard staple guns.

This project highlights the need for careful design attention to maintain brand strength while exploring and executing a new and exciting visual language and color, finish, material strategy.


Design Management

Concept Development

Concept sketching and concept cad development initial phases help to establish the target specifications for the new product platform.

design culture

Design Integration

Adapting design CAD and design intent to the concurrent development teams focused on sourcing and manufacturing issues.

how to launch a product

Brand Stewardship

Establishing the Visual Brand Language and applying standards defined in the initial design phase throughout the new product family development and launch.


Product Platform Extension
Concept Sketching
Sketch Models
Design for Manufacturing
Product Platform Innovation

While the product development process can be customized to apply effectively to the needs of the customer and adapt to changing business objectives, Principal Design's 5 step process is a framework that guides the design team and encourages communication and stable execution.

design process


Principal Design approaches every project methodically. The success of a product development project depends upon the clarity and strength of the process. Organized into the five stages most proven to leverage our design efforts, Principal Design's purpose-driven frameworks were developed and refined to reduce risk while balancing exploration with execution. Our creative strategy is divergent to leverage resources and discovery, and convergent to select for the best opportunities.

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