News | August 26th 2014

Core77 | Why Code and Theory Does It All Part II


Outernet: Building the message and product at the same time
"In a way, the messaging part started to drive the really hard, critical engineering..."

Core77 published the second article of its 2-part series on "Why Code and Theory Does it All."

In a candid interview with Geoff Baldwin – our Industrial Design lead who hails from LG, Lunar and IDEO – reporter Kat Bauman explores our design philosophy of building the product and the message in tandem.

It's not worth doing if you don't do it all. It doesn't matter if you don't make it.
Geoff Baldwin | Head of Industrial Design, Code and Theory

When asked to explain what was so unique about Code and Theory's approach to digital and physical design, Baldwin focused on the problem of the siloed approach to design.

"A lot of the industrial design firms I've worked with have added digital people, there's a realization that "Oh shit, all our products have screens, we should get behind those screens." But ironically, that pendulum hasn't really swung back. Digital groups aren't thinking about the fact that all their work has physical touch-points and they should get hardware guys. To me they're equally interesting."

To read Part 1 of the series, click here. To read Part 2, click here.

Says a Lot —


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Facing the Future: A Guide to AI and Design Transformation

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