Physical products only? We only work on products that are manufactured and used as finished products by customers. We don't do apps, raw materials sold to OEMs or software.
By 'no nonsense' we mean
What we're about is getting things working and getting stuff done.
Our DNA is in understanding what the customer wants, connecting that up with the strengths of the business and developing a winning product all the way from creative spark to launch. This is where we spend 80% of our time. The proportion of engineering design vs industrial design varies greatly according to the product but every product needs both.
However we absolutely understand that unless everyone is on board with project then it is doomed to fail - and by everyone we mean all the stakeholders all the way from the customers through to the shareholders. This is where we spend 20% of our time.
Right down at the centre of the onion we invent stuff on demand. It's more logic than magic and just a matter of applying the right tools with a whole bunch of intuition. Set us a really difficult problem and we'll invent a solution - simple. With more than 30 published patents behind us we're big fans of an inventive step that improves the quality of peoples lives - that's what innovation means to us.