Alex Marshall Portfolio

Alex Marshall
Industrial design portfolio

March 2010
March 2010 - Alex Marshall

Resume
Contact
Alex Marshall
- Mobile - 903.330.8453
- Email - byronamarshall@gmail.com
- Blog - byronalexmarshall.blogspot.com
- Web - coroflot.com/alexmarshall

Experience Design Arsenal
Case-mate Design
Industrial design June - 2009 to present - Contextual research
- Product Design - 2d/3d ideation
- Market and material research - Human factors/Ergonomics
- Manufacture analysis - Rapid prototyping/Mold shop
- Manufacturing Tech/Materials
CCI - Photography/Film/Edit

Industrial design internships - June 2008 & Aug 2007
- Product design Software
- Safety label and logo design - Solidworks, hypershot, alias, rhino
- Designs for various tool brands including Ridgid, - Photoshop, InDesign, Illustrator
Ryobi, Homelite, and Craftsman. - Microsoft office
- MAC/PC user
Watermarque Marine USA
Marine design - April 2008
- Marine design (32ft water taxi catamaran)
Awards and Affiliations
- Passenger seating
- Concept renderings - Student Merit Award winner IDSA 2009
- Student Rep. IDSA student chapter 2008
- Shortlisted, Design Boom Love Your Earth comp. 2007
Education - Eagle Scout 2004

Savannah College of Art and Design
Bachelor’s of fine arts May - 2009
SCAD

- Major in industrial design
- Cum Laude
- Worked on corporate sponsored projects with clients
including JCB, Kids ii, and Vtech.

Resume - March 2010 - Alex Marshall

Contents
School
- Switch
- The Gorgans

Professional
- ID Case
- Armadillo
- Hug

Side projects

Contents - March 2010 - Alex Marshall

Switch
What is the Switch?
The new VTech Switch represents a new
approach to the home phone. The latest
advances in wireless technology have
allowed people to connect differently.
The Switch embraces this movement. It
aids the ageless traveler generation and
baby boomers to make this switch while
enhancing their lifestyle.

Switch - March 2010 - Alex Marshall

Switch
Core values
The core values of this product and brand
are tailored, short learning curve and a
classical form. At the heart of these values
is enhancing communication with friends
and family.

Brand inspiration
Baby boomers and comfortable contents
have been or are beginning to use the
latest technology such as the Iphone. After
conducting user research and cultural
probes I identified an opportunity to help
them share photos and video in one
seamless device. One key attribute of this
brand is making tasks simpler for the user,
Switch does this and much more. This
device is aN easy to use gateway which
allows these users to send and share,
photos, videos and data. Service Architecture

Wifi

Switch Switch
dock

inductive bluetooth
charger

Switch
Research methods
Rapid ethnographic research was conducted with the target demographic and
analyzed in order to confirm the brand story and service architecture. Next,
I hit the paper to ideate with the new discovers that were found through this
research. Experience prototypes where then created to further validate the
concept and conduct day-in-the-life-of user scenarios.

2:00pm (Except)
Jon realizes he has forgotten something at the office. He grabs the Switch and
heads out. Usually he talks the bus and brings his headphones but today he
drives his car and places the Switch insides it’s car mount. He listens to some
music from his Switch while driving to work.


Switch
2D Finalization
After careful analysis of the details and
formal elements of the design orthographic
views like these were created. I used these
drawings to create CAD models. The full
scale models also helped me to understand
the surfaces.


Switch
Connect Your Home Video Chat
Switch allows you to convert your Through voice recognition technology
home phone into a cell phone Switch locates new persons entering
through VOIP and wifi technology. the chat. The device then turns
toward their direction and stays there
until someone else speaks.

Easy To Learn Form
Large screen size, icon size, and The Switch differentness itself from
an intuitive interface ensure the market through a distinct brand
that Switch users will have an language which appeals to the baby
enjoyable experience sharing data boomer and comfortable contents.
or chatting.


Switch

Induction charging pad and bluetooth.

USB port for large data transfers and AUX cables. View of Vtech badge, volume rocker, and speaker phone.

The Gorgans
Infant toy design
The Gorgans came to life through a special
project class which was held in collaboration
with Kids ii. I learned a great deal about
babies and the infant toy market. The
Gorgans would entertain 6-12 month
old children and stimulate their physical,
cognitive and emotional development.

The Gorgans - March 2010 - Alex Marshall

The Gorgans
Project brief
The goal of this class was to create a boxed
toy for the Kids ii brand Bright Starts that
aided in the development of children aged
6 months to 2 years old. The price point
was set at 9.99 and it could be a plush toy,
plastic or a combination of both.

Infant development timeline
The Gorgans

1-4 months 4-8 months 8-12 Months 12-24 months - Toddlers

Physical Physical Physical Physical
Motor development Motor development Motor development Motor development
Psychological development Psychological development
Cognitive development
Language
Social


The Gorgans
Character development Horns for teething
Hundreds of sketches where done of
various plush toys, rattles and characters
but in the end in came down to a simple
idea, create a new world and explore it.
The Gorgans where developed to create
this world. I spent a great deal more time
refining what they would look like while
maintaining the kids ii “cuteness”.

Round body for approachability and “cuteness”

Big feet for stability and to
mimic baby appendages


The Gorgans are cheerful creatures from the planet Gorganland.
They love to explore their vast world and embark on new adventures
to other distant planets. There is a lot to do in Gorganland. Most
Gorgans are farmers, some help keep other Gorgans safe and
others explore space. As your child explores their own world with
the help of the Gorgans they will be entertained, captivated, and
hopefully informed about life on earth just like the Gorgans.

March 2010 - Alex Marshall

The Gorgans
Gogri-buggy Gogribak Cruiser

Whether the Gorgans are farming their The Gorgans love to explore. The Gorgibak
crops or exploring distant lands they need Cruiser allows Budak to travel the universe
a fast mode of transport. The Gorgi-buggy and his own world to discover all that
allows Gorgans to have a fun time while he can. Budak can see all around him
going down Trado Avenue into town. Balls through the big bubble window of his
in the back of the cruiser pop around when cruiser. When he wants to explore the
the wheels move through a cam action window can be removed allowing Budak to
which is attached to the axel. Any Gorgan see and discover. But be careful of space
can fit in the driver seat so Budak can lone turbulence which will cause Budak to spin
out his buggy to friends. Just like the cars around inside of his craft causing warning
on our planet the cruiser uses lights to alert lights to flash.
other Gorgans on the road.
Budak - Gorgan friend


The Gorgans
One of final deliverable to Kids ii was a full
scale prototype of the final product. CAD
models were rapid prototyped, sanded and
then painted to achieve the final model.
The plastic shell for the Gorgi-bak cruiser
was vacuum formed from a hand lathed
piece of wood.


ID Case
This was my first project as a full time
designer at case-mate. The project
description called for a credit card case but
as it turns out it wasn’t that simple.

solid works model + hypershot rendering
ID Case - March 2010 - Alex Marshall

ID Case
Project brief
This picture illustrates the project before
the other industrial designer and I came on
board. As you can see the cards are stuck
behind the case. This forces the user to
remove the case each time they want a
card. This was unacceptable and would
inevitably led to someone dropping there
precious Iphone!

Development
With a few cut extrudes and a rendering
we were able to change, not only our
colleagues minds, but the mind of the CEO.
Little changed from this basic concept to
the final design. This rough sketch, taken
from my sketchbook, was the first step of
this process


ID Case
CAD and prototypes
A progression from prototype to final design.


ID Case
Production unit
The final production design builds upon
the classic case-mate Barely There but
with the added function of carrying two
cards. The slight curvature of the iphone
is maintained in the case which creates
adequate pressure to hold both cards or
just one.

The ID case became second the quickest
selling product in company history and is
still on of our top sellers. It is now a full
product line that covers many blackberry
devices.

Actual production unit

Armadillo
This was my third large project with case-
mate. The case is designed for the user
with a tough lifestyle who needs protection
for their phone. This project required
extensive research, form development, CAD,
prototypes and design for manufacturing to
take the concept from paper to product.

Armadillo - March 2010 - Alex Marshall

Armadillo
Development
This design is clearly influenced from
nature. But this influence is not skin deep.
An inner rubber shell adds shock protection
while the hard plastic outer shell allows for
easy removal from pockets.

Detail Analysis


Armadillo
CAD and prototypes
Solidworks and Hypershot were valuable
throughout this project. The countless
revisions, modifications, and presentations
where easy to deal with thanks to reliability
and speed of the software.

Color exploration and concept explanation

Solidworks (CAD) development

Working prototype


Armadillo
Belt clip development
This project required redesigning our
existing belt clip which was not strong
enough for our user’s needs. Below is a
through hole design which has not yet
been seen in the market and should prove
stronger through better weight distribution.

Concept sketch CAD prototype

Communication Vendor communication
Next the design was communicated to our
contact manufacturer in China. We then
went through a series of DFM reviews to
validate the plastic parts for tooling.

DFM review

Armadillo
Final deliverable
This product was launched at the 2010
CES show. This image was used in the
brochures in place of the final product.

solid works assembly + hypershot rendering

Hug - Induction charging system
Project brief
The Hug system is case-mates answer to induction charging. What separates
this device from others in the market is the firmware interoperability and
compatibility with the wireless power consortium. So any Hug case works with
any Hug pad.

Hug is based on the Wireless Power Consortium standard. This means that
the Hug charging pad will always be compatible with new devices supporting
the standard.

solid works model + hypershot rendering
Hug - March 2010 - Alex Marshall

CAD and communication
These are a few screen shots of the
solidworks modeling and communication
with our manufacturer. Remarkably the
design intent stayed the same from CAD
model through to final production.

Actual communication with overseas vendor

CAD
To the right are a few screen captures of the
assembly that was used to create the final
product. The wireframe illustrates a few of
the internal components that were needed
to capture the PCB boards. The image to
the right is color coordinated to show the
various pieces of the assembly.


Prototype
This was a T1 sample we received from the
manufacturer. We later changed the finish
and tweaked the design for manufacturing.


Production unit
This was one of the fully tooled and
operational units which was shown at
2010 CES. The product launched in March
2010, it was featured on Gizimodo.com
and MSNBC.com


Side projects
Goggles
Early development for a goggle concept
done in my spare time in college.

FO

Side projects - March 2010 - Alex Marshall

Side projects
Practice
During my summer internship at CCI I was
driven to learn and improve. As a result I
would often stay after work and sketch the
existing products like the one below.


Side projects
Passion
Throughout my college and professional
work I have not had an opportunity to work
with soft goods which I find very exciting.
As a result, my sketchbook is full of doodles
like these.


Side projects
office assault
For more info on this product and the rest of
the office assault products in development,
check out my blog:
byronalexmarshall.blogspot.com


Alex Marshall Portfolio

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