About

People

Hlynur V. Atlason, leads his eponymous innovation studio ATLASON, based in Manhattan. Leading a team of world-class strategists, innovators and designers, practicing a method of innovation, deeply informed by research, brand and craft. ATLASON delivers strategy, design innovation and manufacturing expertise, guaranteeing everything imagined, can be made.

Design Innovation

We strongly believe that understanding and working with consumers to uncover insights, which inform strategy and inspire solutions, works in any category of design innovation.. We also believe that expertise in manufacturing is equally important, making sure that innovation doesn’t end up as an idea without application. In fact, we have repeatedly discovered that great innovation takes place at the point of manufacturing. If our ideas are not carried through from concept through manufacturing and sales, we have failed. We imagine things to be made.

Our process is created to ensure optimal outcomes, that are innovative, consumer driven, can be made. We are continuously refining our methodology as a result of accumulated experiences, from solving a diverse range of design problems. And based on the challenge we are given, will tailor our approach accordingly.

Principles

Trust. Establish trust with the individuals, brands and businesses we are working with. Making sure we precisely understand their objectives. Not as a prescription for design, but that we understand their desired outcome, in the abstract. That we believe we are capable of meeting the outlined objectives. That our client trusts that we are capable, and the path we have outlined is the correct one to pursue. 

Empathy. We empathize with the consumer, can relate to and respect his/her needs. We are not better. Every problem is a serious problem. In parallel, we pay attention to and understand our client’s predicament, sometimes inside complex corporate structures. We seek to provide the right tools to help them navigate hurdles and ensure that the documents we provide can be easily understood at various stages of development and will prove helpful in formal and informal reviews. 

Learning. Studying manufacturing scenarios, technology, adjacent product categories, competitors, mega trends and anticipating changes in society, in our lives. Learning about every possible factor that may affect the project and contribute to a successful outcome. We research to uncover consumer insights, which inform our strategies, and in return inspire our solutions. 

Strategy. As a result of gathering materials and learning, when we feel ready, we seek to distill the data into simple thoughts that can be shared. Outlining possible approaches to achieving the outlined objectives in a strategy document that can stand on it’s own. Incorporated into a strategy, a prescription for manufacturing, marketing, design, cost and a number of factors that could be described as holistic in approach. This will go into a brief, outlining more specific design goals. Crucially, goals, which we can measure our innovation concepts against to assess how successfully they meet the intended criteria or commercial goals 

Creativity. When creating, we usually explore a number of design options. To A. shop the concepts internally, and B. to highlighting key design factors, to force decisions by our clients, in consumer trials. We present our design concepts with a high level of resolution, having thought through manufacturing processes in advance. We will have created CAD models, some times 3D prototypes, trying to eliminate surprises. We pride ourselves of presenting photo realistic images of our concepts that are almost indistinguishable from the final product, once in the market. 

Brand. Our understanding of branding is not limited to a two dimensional expression. But we see it as a sensory experience, one that should be consistently applied within the branded domain. And, that every action is mapped, intentional and designed to leave an impression.  That form, color, smell and sound leave powerful impressions that can work for or against brand objectives depending on strategy and execution.

Manufacturing. We design objects to be manufactured. Thus our knowledge of manufacturing scenarios is of utmost importance. In order to be successful in our work, we collaborate with supply chain experts and machine suppliers, source manufacturing options, even augment existing manufacturing capaibilities if necessary. We visit facilities and talk to the people on the factory floor, to best understand limitations and identify opportunities for innovation. To share our design innovation intent and strategic objectives. 

Follow-up. We then obsess about whatever it takes to make sure everything is as impactful as possible to maximize it’s in-market success We set up consumer research, we commission and manage prototyping, we create conversation guides, we take notes, offer our perspective and guidance. We do product development with factories, ensuring design intent is met. We are relentless about details. We provide creative direction for design press releases, create animations, posters, POS, packaging, activations.

Delivery. We deliver innovation solutions that can be manufactured. In doing so, conduct research and create strategy, physical prototypes, photo realistic renderings, blueprints, CAD data, research, planning,, animation, graphics. Creative direction and a vast network of professionals, collaborators and friends that open doors and share experiences.

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