[field_client-title] Ziivaa + ROBRADY (Unlikely Match = Perfect Sense) | Business of Design

Ziivaa + ROBRADY (Unlikely Match = Perfect Sense)

Sometimes the strongest collaborations are those you least expect (a discussion with Rob Brady on the inception of Ziivaa).

When Dr. Stephen Lee first approached ROBRADY design with his concept for a product that eliminates menstrual discomfort within minutes, we knew we were on the verge of something unprecedented. Dr. Lee’s concept was radically different from typical ROBRADY projects like the Vectrix Electric Superbike, the Segway or Xtools. These, and other projects for companies like Parker-Hannifin, Mercedes and Dell had a certain level of…well, testosterone. We did not let that intimidate us. In fact, we were intrigued by the challenge. We saw the spark of something great in Dr. Lee’s idea and we wanted to create something amazing from that spark.

We believe we have done that with Ziivaa.

After speaking with Stephen and seeing his original mockup, ROBRADY Founder Rob Brady knew there was more to Ziivaa than just another woman’s product. “Ziivaa goes beyond replacing pills or eliminating side effects, it puts control of a woman’s life back in her own hands,” says Brady.

Brady realized his vision was bigger than a single product concept. A passionate, focused team collaborated at the ROBRADY studio to develop the state-of-the-art product and much, much more. The development of Ziivaa grew into the design of a progressive company—dedicated to creating a dynamic solution for empowering women to live their best lives.

A Capital Idea
Firmly convinced of Ziivaa’s commercial and consumer potential, Brady also decided to make the venture a cornerstone of the newly formed ROBRADY capital division.

In a demonstration of their commitment to Ziivaa, ROBRADY capital has put the full force of its time and resources behind Ziivaa in order to guarantee that Ziivaa is brought to market by capable hands. Very soon, women around the world will be able to live better lives, free from the limitations of menstrual discomfort.

The Innovative Edge
The ROBRADY team is enthusiastic about innovative ideas that improve lives through imagination and execution. “Ziivaa is a perfect case study for what our group does,” says Brady. “We design fantastic companies that produce fantastic products.”

Achieving a great fit sometimes means stepping beyond one’s comfort zone. Rob Brady is a man with the right experience and expertise, educated at Auburn University and the Art Center College of Design. He has two decades of hands-on, integrative experience, where he has honed his design skills and the ability to create and deliver the “Innovative Edge,” time and time again.

The Ziivaa challenge, however, required something more of us. “With Ziivaa, I had to look beyond my usual design instincts and open myself to a different voice… an exclusively female voice.” Consulting with female employees, focus groups and women in his own household, Brady realized these new voices were blending to form a unique and ultimately perfect result.

“At the time, Ziivaa was a real challenge, a real departure,” reflects Brady. “But that’s what innovation is all about.”

Stay tuned. This story is just beginning.