Craft. Innovation. Design.
Hi, I'm Joel.
I'm a strategic and commercially proven independent industrial designer, with 17 years industry experience. I create carefully considered and distinctive new hardware for innovative startups, SMEs and forward thinking global brands.
DesignLDN - Established in 2014.
I offer industrial design support from early concept ideation through to production ready, mass manufacturable products.
- Design Strategy
- Market & User Research
- Concept Ideation
- CAD & 3D Modelling
- Design Development
- CMF: Colour, Material, Finish
- Visualisation
- Prototyping & Testing
- Design for Manufacture
- Enclosure & Hardware Design
- Supplier Sourcing
- Manufacturing Liaison
I combine strong mechanical and engineering understanding with a disciplined approach to form, usability, ergonomics & visual aesthetics. My work is marked by a passion for creative innovation, detail & precision.
I have successfully developed 150+ unique and varied new products to market, collaborating with brands and often driving the full process from initial concept through to mass manufacture.
Many of the designs I have created have had a quantifiable commercial impact for my clients, with well over 10 million units sold across all consumer projects and collaborations.
I collaborated with Avon Cosmetics for 11 years. From 2021-25 I worked on all new flagship fragrance bottles launched by the brand, supporting the process from concept to DFM. Avon is the world's best selling fragrance brand and sells in the region of 232 million units* each year. (*Based on 2019 data)
I take on new product development commissions and collaborations where I can support the nurture of brand development through innovation and new product design.
I also take on Minimum Viable Product (MVP) projects, helping startups translate early concepts into refined, mass manufacturable products with strong form, function, and user appeal.
I focus upon creating durable, well-resolved products with an emphasis on sustainability, usability, beautiful form and long-term value.
I am experienced across the full product design process and work with a stage gated approach, beginning with creative sketch ideation through to CAD development, prototyping and design for manufacture.
My complete process methodology ensures continuity between design intent and the final execution of a product.
I can offer manufacturing recommendations from my network of supplier contacts, both in the UK or Far East, if a project requires.
8x
Industry Awards
17+
Years Industry Experience
150+
Designs in Mass Production
Millions
Of units of my designs manufactured
