The design philosophy shared by The Creative Unit and Martin is to draw on art history in creating classic yet functional products; to work as a team with engineering, marketing, and all stakeholders, while defending the design vision of a product; to use the main design tools daily to clearly communicate design ideas to all project team members; to teach young designers in order to create new talent while staying connected to new trends; and, finally, to keep the creative flame burning by developing a well-conceived vision of the future for customers or in-house projects.
Communications play a vital part at The Creative Unit. Whether we are communicating verbally and in writing with our clients, our team or our suppliers, we are proactive, respectful, well organized and precise. The strategic and tactical aspect is also very important to us, and visual communications, one of our major assets, is at the heart of that development and innovation process.
We believe industrial design is based on three types of action:
Sculpture of the surfaces of bodywork (exterior/interior) or object, using all the visual know-how drawn from the field of fine arts.
2. VEHICLE ARCHITECTURE
Logical positioning of components (package) and refining human factors/ergonomics (HF&E) by task analysis, to conceive a distinct, optimized and functional vehicle and, lastly,
3. REVOLUTIONARY TECHNOLOGIES
or advanced concepts, defined as INNOVATION by a large number of people. The term “innovation” has now spread to all areas of industry and society, but as Derek Thompson rightly pointed out in the November 2017 issue of The Atlantic magazine, revolutionary technologies are more the result of two separate activities which require very different environments: INVENTION and INNOVATION.
Invention is done by scientists and laboratory researchers (as was the case with the Bell Laboratories transistors in 1940). Innovation, on the other hand, is an invention that is translated into a commercial product by research groups within the industry (such as the transistor radio sold by Texas Instruments in the 50’s). Nowadays, inventions, rather than incremental innovation, are lacking.
The industrial designer is the link between inventors / INVENTION (science), technique (INNOVATION and ARCHITECTURE / ERGONOMICS) and art (STYLE). While remaining at our clients’ service, we must analyze the level of action required for the projects under review, i.e. STYLE, ARCHITECTURE or REVOLUTIONARY TECHNOLOGIES, or at the very least, be able to establish the right mix of those three types of action.