Iceberg of Success

Cocktail Ice Inspired by Nature

Add some global climate crisis to your single-malt scotch


We're not finger pointing here, everyone is involved in the progress of humanity. Weather or not, it certainly appears

that the planet is heating up. Maybe this crisis proves to be an opportunity for humanity, for innovation and for industry?


Design Management

Artistic Intent

Inspired by the motivational posters of the 1980's era of 'Greed is Good'.

design culture

Provocative Storytelling

American exceptionalism and the free market inspires growth and innovation.

how to launch a product

Production as Sculptural Statement

Maybe the engine of capital that is killing the environment can save it?


Human Factors Design
Ecological Designs
Leadership in design
Prototype B
Voice of the Customer

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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