Johan Liden is the co-founder of aruliden, a progressive brand strategy and product design agency that bridges the gap between marketing and design through their process of producting (trademarked and explained here). His ability to bring innovation across disciplines and product categories has led him to be recognized by companies such as NIKE, LG, AM Labs and the Estee Lauder group where he has developed products that have contributed to the company’s overall success. He’s passionate about making things simple.
This is precisely why we invited him to be a Jury Captain for last year's 2014 Consumer Products category in the Core77 Design Awards. We wanted his insight and perspective to help guide the selection process and lead his team toward a group of winners that best represents the innovative and progressive spirit that define the Design Awards. Here's what he finds most valuable about the Core77 Design Awards and what the program contributes to the broader design community. For those considering the Design Awards this year, make note of his advice before you submit your entry.
Why are the Core77 Design Awards important to the Consumer Products industry?
Johan Liden: Like any award this is a chance for designers to really tell their product story and to get the recognition they deserve in a space that is constantly growing, evolving and shaping the world we live in. The importance of recognizing innovation, new thinking and design excellence is also a way for our industry to set the benchmark and influence the direction it takes.
What was most memorable about being a Jury Captain during the 2014 Design Awards?
JL: The most memorable thing about leading the judging process for me was the chance to over some intense days, dive deep and go between agreement and light conversations to healthy arguments and elaborate justifications and ultimately finding a way to bring it all together.
What, to you, makes a great project stand out?
JL: I think each winner did it in a very different way, there is no silver bullet. Of course each winning entry told a compelling and clear product story but more importantly, changed the way we think about, interact with and ultimately redefines, a paradigm associated with a particular product category while being completely obvious and honest. When you see a product and you ask yourself, “Why hasn’t anyone done this before?" your on to something.
What surprised you the most when you were a Jury Captain?
JL: I was surprised to see how many entries struggled with the translation between idea and execution and embodying the concept into a simple and understandable product that spoke for it self.
What advice do you have for those entering for the first time?
JL: Great products speak for themselves and seldom do they need much explanation. Keep it short, to the point and always make us believe.
The 2015 Core77 Design Awards are open and there's still time to get your entry in before the Early Bird Deadline on Tuesday, March 3rd at 9pm Eastern. Enter your designs today!