The Egg Design

EGG (2.0) has evolved into a collaborative model with brand/experience teams to invent “embedded brand” new offerings- patented platforms vs. just “products” for their clients, and in the process, 2 new layers of financial value for both parties. Having grown up in the agency world, it’s a model I’ve believe would be the future for, 15 years, now only just being experimented with. Why we’re not an experiment is we know the missing pieces (what ID doesn’t do, scale manufacturing, patenting methodologies), so we make things happen; eliminating the “cool pretty concept” that can’t be made, or sold at a profit cycle. …We also discovered the “magic” underwriting piece during our work with some stellar teams at Wieden & Kennedy, Y & R, and Radical, to go beyond concept on the same budget. Examples-interactive social beverages, skin reactive body enhancing wear, a new proprietary natural energy drink for reverse cannibalization for a tired but gigantic liquor brand, etc. We’re kind of like a Special Forces team with custom configurable engineering collaborators based on market, but starting with real (sellable) invention vs. cool bolt-ons. EGG 1.0 - a (tangible) innovation firm going beyond the norm at both the front and back end of development. Discovering functional innovation (invention level- thus patentable) vs. “cool concept” then down-stream all the way to shelf or dovetail integration with client’s preferred insertion point. Work included Neopod for Truland, Corp. A patented mobility assistance portfolio with an overarching goal of “Designing Quality of Life”. Concepted, engineered, patented all products. Including world’s 1st multi-axial adjustable handle (eliminates c. tunnel injuries), and world’s first self-adjusting mechanical foot for mobility products. Created brand positioning, package design, identity and copy. IDSA 2012 Design Excellence Awards.