Leading the Legacy
Managing design language and building upon the efforts to revitalize BFGoodrich iconic products.
Racing, passenger car, light truck, commercial vehicle, heavy truck tires and lifestyle products.
g-Force Phenom T/A
Legacy Product: BFGoodrich g-Force Comp 2
With a proud heritage in on-road competition, g-Force Phenom is a refreshing product to bridge the gap between long time BFGoorich fans and a new generation of enthusiast worldwide.
Market and Quantitative Research Kicks Off
Continual immersion research and qualitative feedback of concepts follows soon after, leading to a more user-centric approach to steer development and industrialization.
Go-To-Market Brainstorming
Solving for "beyond the tire purchase" experiences.
While refining industrialization,
design focus transitions to product launch renditions to showcase the product in a style the connects with target users and fits the overarching product portfolio story.
eCommerce Product Visualization
Brand direction for CGI of BFGoodrich tires. Ensured differentiation from Michelin brand and established a more consumer centric appeal across the entire BFG B2C product portfolio for 500,000+ communication assets worldwide.
More To Come
Additional projects as a designer or serving as a designer leader.
Beyond Tires
Tire customization solution for consumers and brand partners. Executed initial R&D work, facilitated the connection with potential external partners and co-developed the final product with the awarded licensee. My collaboration with the licensee involved providing the visual brand language and three customization for the product.
Brand Experience
Not many know that BFGoodrich has a history in footwear.
My passion and connection with the brand over the years sparked these concepts to help strengthen the brand experience for on-road and off-road driving enthusiast.
