During this project, the brief asked to redevelop the Tesla brand in a way that could keep existing customers and introduce the brand to a new audience. The requirements were to rebrand Tesla and produce a handheld product that is conscious of people and the planet.
Through research and testing we created a new sub-brand to the Tesla family called Unfold. The new product was focused on introducing Tesla to commuters via a portable lap table that allows productivity and efficiency while traveling on public transport.
A new brand system was developed which was then followed by a functioning product prototype. All steps were led not only with aesthetic considerations in mind but also extensive research and testing which guided the development process.
Product Design
Research & Testing
Prototyping
Branding
For commuters, creators and time savers, Unfold is here to turn stress free work on the go into reality.
Unfold adapts technology in a way that allows the most compact lap table yet.
The strongest grade of repurposed Tesla 5xxx series aluminum coated in soft-touch texture to provide the highest levels of comfort while remaining entirely sustainable.
Unfolding a deeper connection.
The fresh visual language is here to represent a wider community while maintaining what is best about Tesla.
It was important to portray the new brand as more attainable while simultaneously keeping the technological luxury aspect Tesla currently has. Pairing sharpness and roundedness created a fresh look that is more inviting but equally as confident. We worked hard to deliver a document with new brand guidelines and usage examples to better explain the new design choices and how they should be adapted to future products.
To determine whether our new language successfully represents a friendly tone, we developed a series of mock-ups consisting of billboards, a wayfinding system and merchandise, which we later used to survey potential consumers. We asked over 100 people what they think the Unfold brand means. The information was analyzed with particular focus given to the target age group. This research led to improvements in both design and technological aspects.
Developing unfolding systems.
Critical evaluations followed every idea to ensure it could deliver the highest functionality to end-users.
The product is entirely reliant on compact mechanisms inside. Although new ideas were looked at almost daily, each one went through a critical evaluation to ensure the product provides what is most necessary for users — simplicity and portability. Answering to those specific problems with a compact solution required time and effort.
A rigorous prototyping stage allowed further development.
Several initial models were delivered throughout the development and ideation stage. Only some of our most well-rounded ideas turned into physical models. This was due to manufacturing and financial considerations that were necessary to better understand the impact each system would have on the user. Calculations were made to ensure that each product part could be produced in desired material. This process indicated a series of problems that we addressed in order to deliver a product that is free from faults. The initial prototyping stage led to crucial technical decisions before the manufacture of the final model could begin.
Early sketches for hinge mechanisms
Sketches for laptable layers
Plans for button placement and functionality
Sketches of main functions
Research in every step.
All areas have been closely observed in Unfold.
The development would not have been possible without in-depth research from primary and secondary sources. More surveys had been done, this time revealing the first models of the product to users. Over 200 pages of research and analysis were delivered covering anthropometrics, ergonomics, socio-cultural impact and manufacturing solutions.
User-focused analysis showed areas where improvement could provide a more comfortable experience.
We analyzed over 200 images of user interaction, usage scenarios and biomechanics. This data has revealed shortcomings in our product which have been entirely addressed. A good example would be unfolding laptop stands that initially consisted of two positions which were later extended to five creating more comfortable viewing angles for taller users. Other areas like proportions, materials and grip were also improved to enhance functionality.
User interaction analysis and ergonomic data
Documentation of user interaction with the product
Analysis and collection of data on ergonomics
Hierarchical task analysis of the product
Mass production plan and material analysis for final product
Material analysis for mass production proposal
Final product plans for mass production
Layers and mechanisms for final manufacture
200
Pages of research and testing
All measurements carefully tested.
Technical 2D and 3D images were necessary to ensure the manufacturing of the final model could begin.
With research consuming so much of the product development time, we had to ensure no unexpected errors posing threat to the project timeline would arise. We produced calculated digital drawings that would be sent over for production. To ensure everything would go smoothly, blueprints were tested digitally, using 3D applications. Images from our testing space were later finalized into product renders to maximize productivity.
Building the most compact lap table.
Following each step with an exceptional level of precision made assembly of the final model possible.
Building the product was a lengthy process consisting of laser cutting, constructing and finishing. All steps predetermined during the research and prototyping stages were followed to deliver a model that is remarkably close to the initial promise. Even with careful planning, certain technical limitations came up. We worked hard to solve any unexpected issues and were able to find new methods that helped to deliver the same functionality.
Preparing layers for glueing
Prototyping various lock mechanisms using cheap materials
Testing button patterns and textures for grip
Using different coating materials to achieve a stylish finish
Different machinery was used to etch into acrylic layers
Moving prototype layers were sanded to reduce friction
