Paint Trays

Reusable Painting Tools

A family of thermoformed painting supplies


We conduct secondary research by collecting insights from existing competitor product and adjacent product platforms.

Establishing target personas within our chosen opportunity space allows the design team to focus their creativity.


Design Management

Personified Research

Conduct research to establish actionable frameworks to target specific segments of our consumer market base.

design culture

User Centered Design

Both functional and aesthetic attributes are assigned selectively to distinct consumer ethnographic targets.

how to launch a product

Concept Development

Designing frameworks and dashboards within which prolific concept sketching, CAD modelling and prototype testing can be focused and effective.


Product Design and Development
Opportunity snapshot
identifying design opportunities
CAD Development

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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