How might I design for the James Brand . . .


The James Brand (Portland, Oregon - 2012) is a modern, minimal, adventure company that designs knives and tools for everyday carry. In order to design a new product for the James Brand, I sought out to understand the values which James lives by. I needed to know the users and lifestyles that the brand emulates and then reflect those elements into the final design. 

For this project, my goal is to understand the James Brand values, get to know the user archetypes, sketch, prototype, and present a new product that fits seamlessly into James' current product line.

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