SNOWBOARD SOFTBOOTS
BUSINESS DESIGN MEANS ADVISING BEYOND PRODUCT DESIGN

A good design partner creates more than desirable products. They drive business.

Deeluxe-cooperation with focus on creative direction & strategic partnership

YOU WANT TO BUILD A BUSINESS. PRODUCT DESIGN IS THE FOUNDATION FOR THAT. THAT IS WHY YOU WANT TO BE SURE ABOUT THE CREATIVE DIRECTION OF YOUR DESIGN PARTNER. BUT MAYBE YOU NEED MORE. WHAT IF YOUR DESIGN PARTNER NOT ONLY CREATES AWARD WINNING PRODUCTS, BUT ALSO DESIGNS A BETTER BUSINESS?

In 2004, Deeluxe was tired of waiting for overdue designs or solving unnecessary problems. They came to us looking for a more reliable partner to design their snowboard boots. It was an interesting task, as boots are a challenging combination of fashion and technology. We had to dive deep into the handcrafted production and the product development process. We also realized that there was so much potential not only for new solutions in design, but also in processes. For new solutions in the business itself.

Deeluxe-cooperation with focus on creative direction & strategic partnership
Deeluxe-cooperation with focus on creative direction & strategic partnership
Deeluxe-cooperation with focus on creative direction & strategic partnership

TAKING CREATIVE DIRECTION

Over time, we have optimized the style and the use of the boots. The latch has been improved and the degree of control over the boards was enhanced. Benefiting from our focus on Problem-Solution Fit and the ideas we brought into the process, Deeluxe has involved us more and more in its design processes. With strategic design we have become the outsourced design department, taking the lead in Creative Direction. Together, we began to discuss strategic questions and even applied for joint patents.

Deeluxe-cooperation with focus on creative direction & strategic partnership
Deeluxe-cooperation with focus on creative direction & strategic partnership
Deeluxe-cooperation with focus on creative direction & strategic partnership

STRATEGIC PARTNERSHIP: DOING BUSINESS TOGETHER

Our collaboration has become a value-adding partnership. We have even invested io the company as an expression of our deep belief in their business. It was also a way to stimulate, and benefit from, future growth. Today we are more than design partners. We are business partners. Of course we still design new snowboard boots. But we’re also working on new strategies, innovative business ideas and business model innovation. We do business together. There will be more to talk about soon.

Deeluxe-cooperation with focus on creative direction & strategic partnership

FURTHER READINGS:

Find out more about our cooperation with Deeluxe.

Get an idea of the “Deeluxe technology” and the implications for the design.