Freelance Industrial Designer
Hi, I'm Joel.
I'm a strategic and commercially proven freelance industrial designer, with 17 years industry experience and 150+ product designs in production. I create carefully considered and distinctive new hardware for innovative startups, SMEs and forward thinking global brands.
Industrial | Product Design - a definition.
The craft of designing functional and beautiful objects, which will be made on an industrial scale. This is the process of developing an innovative new product while navigating the real world constraints that come hand in hand with mass production.
Every new product should be pleasing to interact with, intuitive to use and serve a clear purpose. All while being efficient to manufacture and commercially viable to bring to market. Bringing a new object into the world that can be reliably and repeatably manufactured is challenging, but if done well, industrial design can be considered an art form.
Design Philosophy.
I create products guided by the principles of good design. Each design is centred on the user and their needs, with the aim of creating an experience that is both useful and enjoyable. My work prioritises durability, thoughtful detailing and a considered balance of form and function. The result is an object that is valued, communicates its function intuitively and is designed for longevity.
I combine a strong understanding of mechanics and engineering with a disciplined approach to form and aesthetics. I am experienced across the full product design process and use a stage-gated methodology to maintain continuity between the original design intent and the final execution.
My work is defined by creative problem-solving, attention to detail and precision, expressed with restraint.
Impact.
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 design for 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 consumer projects and collaborations.
In addition, I collaborated with Avon Cosmetics for 11 years, working on all new flagship fragrance bottles launched between 2021-25. Avon is the world's best selling fragrance brand and sells approximately 230 million units* each year. (*Data)
Collaboration.
I take on new product development commissions and collaborative projects, helping brands grow through innovation and thoughtful product design.
I also develop Minimum Viable Product (MVP) projects, supporting startups in translating early-stage concepts into refined, production-ready products with strong form, function and user appeal.
8x
Industry Awards
17+
Years Industry Experience
150+
Designs in Mass Production
Millions
Units of Designs Sold
