Hasta La Ideas

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.

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