frog design San Francisco hosted two days of California College of the Arts Industrial Design critiques this week for the course "Craft and the Hand Tool" which was co-taught by frog Executive Creative Director, Max Burton. Students were assigned a category of hand tool, such as kitchen, or garden, and, working in small teams, had to develop a brand and a collection of tools that would solve a system of problems. The final deliverable was a professional "pitch" style presentation highlighting functional models.
The final presentations were given to a panel of professionals including Sandrine Lebas, Creative Director of Lunar Design, Mike Simonian, founder of Mike & Maaike, Jonah Becker, founder of One & Co, Kyle Swen, founder of Astro, and myself, Michael DiTullo, Creative Director at frog. Throughout the semester a large emphasis was placed on prototyping, and the panel critics was impressed with seeing nicely crafted final models. We look at dozens of portfolios every week, largely filled with CAD models, and seeing presentations filed with real things was beyond refreshing.
Some of the standout pieces were PickNick, by Rachel Gant and Kevin Hsieh, which featured a collection of fun, simple picnic items. This collection included a coaster that had a simple wooden spike on the bottom to stay level on grass which the critic felt was ready to go to production with a bit more refinement. Often it is the simple ideas that are the most impactful. This team also put together a fantastic website for their project.
The Fast Forward collection, which focused on Injury recovery by Ethan Dale, Duff Ryan, Manny Pagkalinawan and Haley Toelle for active lifestyles did a great job of bringing design to a category that is typically ignored. Haley's dynamic ice pack was particularly nicely made, and I would expect nothing less from our frog intern, who is continuing on to be an intern at Nike over the summer.
Play Pods by Rosalie Wild, Janet Lee and Ji Hyun Hwang was amazing in that they built full size prototypes that could be jumped on by 8 year olds that looked clean, professional, fun, and had a high level of design integrity. It is nice to see a level of design brought to a collection of toys that can also deliver on an open and fun play pattern.
Full list of presenters:
Justin Crandall, Nuri Kim and Marisol Burgueno
Grow Up (Vertical Gardening)
Max Pollock, John Por, Peter Danzig and Mariko Hirasawa
Toolbox Toys (Kid's Tools)
Gene Friend, Rocco Li and Christine Kim
Picknick (picnic tools)
Rachel Gant and Kevin Hsieh
Manifest (Guerilla Gardening)
Daye Kim, Kent Huang, Jason Kabanas and Jeni Tu
Fast Forward (Injury recovery)
Ethan Dale, Duff Ryan, Manny Pagkalinawan and Haley Toelle
Ricetta (Culinary Students)
Zara Dramov and Evelyn Kao
Play Pods (Kid's Exercise)
Rosalie Wild, Janet Lee and Ji Hyun Hwang
Michael DiTullo, Remy Labesque, Anton Ljunggren - frog
Lea Kobeli, Geoff Baldwin, and Sandrine Lebas - Lunar
Jonah Becker & Tung Chiang - One and Co
Kyle Swen & Brandon Lynne - Astro
Mike Simonian - Mike and Maaike
Brian Gulassa, Portia Wells, Colin Owen, Jessica Gates, Nick Riddle, Raffi Minasian, & Greg MacNamara - Independent Designers
Karson Shadley, Caleb Rabinowitz , Chris Luomanen, & Max Burton
For more than 20 years Michael has been designing iconic products and brand experiences for some of the best brands in the world including Nike, Google, Motorola, Honda, and Hasbro. Located in Portland, Oregon, his studio focuses on industry leading halo projects across autonomous automotive, consumer electronics, travel, mobile devices, wearables, toys and conceptual Hollywood entertainment projects.