Rob Brady Featured on IDSA
As the Design4 Conference draws closer, the conversation of “what do you Design4?” is one that I have been having with a variety of designers around the country. From creating a system for transporting clean water in third world countries, to solving more local challenges such as humanizing products in the U.S., people design for a variety of reasons. This past week, I spoke with Rob Brady of ROBRADY design on what he designs for.
For Brady, what gets him up each morning is the dynamic series of events in getting a product to market. “Trying to get products designed and developed, then to actually get them to market,” he says. “It’s a real noble effort because if you can do all that and then get it to market with a handsome margin, then the company, of which you are working through, prospers, which means that all the people who go to work there prosper, which means all the kids get to go to college or they get the house or they pay off their bills.” He says this based off seeing both sides of that paradigm, from companies shutting down entire departments after the bill of materials for a project skyrocketed, losing the product. “To me, it’s been an emotional connection, wanting to be successful with fantastic products, because I believe that a fantastic product will survive anything."
After discovering the field of Industrial Design, Brady realized it was something he had been doing his whole life. Building GoKarts, different vehicles, and other mechanisms as a kid, he was not far off from the work he does today. From the Vectrix electric bike to The GMP LifeSync (R) Wireless ECG System, ROBRADY design has dabbled in a wide array of fields, designing everything from industrial and consumer products to medical and marine tools.
“What’s beautiful about Industrial Design is that you can stay within Industrial Design, but jump from designing vehicles to designing jet boats to medical products to industrial products to consumer electronics; it’s incredibly diverse,“ says Brady.
In the evolution of his own career, Brady found himself further and further from that hands-on design process vetted in creative problem solving as the company grew larger. “I really had to battle with that for a while; what I came to realize was as I was taking on more of the contractual business, the growth elements, what I really love is creativity. If we’re doing business and we’re trying to set up a new opportunity, or a new studio like at the University of Florida, it’s about the creative aspect of making that deal work that really charges me.”
Over time, that passion for creativity only grew. As of lately, Brady finds himself excited about the ‘humanizing’ of design. “So many companies come to us with new technologies; what’s really needed is to humanize that technology. Fuel cells, as an example, electric vehicles, bring new challenges back to the same human being.” Currently in studio, Brady finds himself solving performance, medical, and ergonomic challenges in the realm of Ziivaa, their latest design venture.
“We’re challenged with trying to solve what’s necessary from a humanizing standpoint, with those new products, and that’s what makes it so exciting.”
Syndicated from: IDSA