This study is based around a manufacturer of precision machining equipment. As is the case with many of these high-end machine manufacturers, their products do not communicate their qualities very well. The goal of this study was to create a modular design language that would properly represent the qualities of the process inside.
The initial sketches show the development of the core design direction. The tall shape is dictated by the press construction. As these presses are not extremely dynamic in operation a clean static look was selected for further development. The final design shows a modest product with a clear own identity that could easily be transferred to other products within the company’s portfolio.