STRATEGIC DESIGN AND VALUE DRIVEN INNOVATION
FUTURE COMES BY ITSELF PROGRESS DOES NOT
QUOTE: POUL HENNINGSEN
Søren X. Frahm Robert B. Riedel
WE HELP GROW AMBITIOUS COMPANIES THROUGH HOLISTIC DEVELOPMENT. WELCOME TO ARTLINCO’S WORLD. Engineering, design and traditional professionalism is no longer enough. How do we ensure that you create value for your customers - and how do we ensure that they will actually buy and use your products and services? Since its establishment in 2001, through our holistic approach to development, we have created over 230 successful projects, which range widely from products and services within oral hygiene, industrial machinery and packaging to graphic material and communication. We help ambitious companies to implement innovation projects, whether in the case of radical change, product development or ‘just’ cost optimization and re-design. Our multidisciplinary team of engineers, designers, MBAs and project managers ensure the development process at the highest professional level. We work systematically to facilitate a ‘yes’ from your customers. One method is behavioral design, as well as specific and individual knowledge of end users’ rational and irrational decision making, which helps us to create targeted solutions that hits the spot. We look forward to telling you how we can help you grow your business. Welcome to Artlinco! Søren X. Frahm and Robert B. Riedel
04 05
WORLD INSIDE
WORLD OUTSIDE
WORLD IN THE FUTURE
THE DECISIVE CROSSOVER At Artlinco we believe that it is in the intersection of several worlds, where the best solution arises. At Artlinco we work mostly with the clarification of parameters within several worlds. With a focus on the world inside, the outside world and the world in the future we seek to find the best solution - to benefit you! WORLD INSIDE describes the company with all kinds of parameters such as employees, production, product, brand and design characteristics.
WORLD OUTSIDE examines the customers, competitors, substitutes, suppliers and legislation. WORLD IN THE FUTURE is a crucial element in that all development should be future-focused. In looking forward, we ensure that the project results are also valid when all the details about the product and company are ready. The future is hard to predict, but you will not become a leader by solely focusing on the past. Having initiative and a broad understanding of the world to come does.
DEGREE OF INNOVATION At Artlinco, innovative thinking is crucial. The question is just how far you dare to go! We believe that innovation, new thinking and incisive analysis contributes to success. Some projects require adjustment on a few parameters, while at other times it is necessary to see it all upside down. At Artlinco we work with 4 levels: PRODUCT IMPROVEMENT are adjustments in the short term. There may be based on existing solutions tailored to specific needs. Product improvements require little or no involvement on your part.
PRODUCT DEVELOPMENT is working with a slightly longer perspective,and can cover for example work with both existing and new products adapted for strategy or market requirements. PRODUCT INNOVATION is about doing things differently compared to competitors. It’s about development that requires involvement from your side, and emphasizes the involvement of all aspects of the company. RADICAL INNOVATION includes innovation and is a “gamechanger” in the market, not previously seen. It is not necessarily adjustment or development of the product, but to a far greater degree associated with thinking and behavior. How are we doing today - and more importantly - how to act in the future, when we’re talking transportation, family or cooking. It’s about future-proofing your business!
ARTLINCO PROCESS MODEL HOLISTIC DEVELOPMENT
M1: WHEN THE STRATEGIC GOALS HAVE BEEN DEFINED F1 Corporate Strategy F2 Brand F3 Resources F4 Degree of innovation F5 Strategic Goals
M2: WHEN THE PROJECT HAS BEEN DIMENSIONED F6 Success Criterias F7 Needs Assessment F8 Product Scenarios F9 Budget F10 Project Design
DE SM S 7: LO IGN CK
DE SM SI 6: GN
C: INDUSTRIAL DESIGN P S DE ROJ M4 CI EC : SI T ON
B: BUSINESS CASE PR S DE OD M3 CI UC : SI T ON
GO S AL TR S SE ATE M2: TT GY IN G
DI S
CO SM VE 1: RY
A: PRODUCT STRATEGY
We have the resources to fufill your projects through the entire process from idea to product launch - and even longer. You can also use us for parts of the project, where we can provide expertise in the areas that your company might not possess in-house.
ID S CO EA M5 NC AN : EP D T
The process model is the foundation of the way we work at Artlinco. The process model developed by us and based on the experience of over 230 successful projects and more than 1000 different products.
M3: WHEN DESIGN LOCK HAS BEEN DEFINED F11 Analysis F12 USP’s + ESP F13 Idea and concept development F14 Concept Refining F15 Design Solution
M4: WHEN THE PRODUCTION BASE HAS BEEN DEFINED F16 Detail Plan F17 Choice of Supplier F18 Engineering F19 Prototype + tests F20 Production base
S FE MAR M1 ED K 4: E BA TCK
M SM LA ARK 13: UN ET CH
DO C IM UM PL E EM NT SM EN ATI 12 TA ON : TI & ON
S UC M1 T 1 BA ION : SI S
E: MARKET INTRODUCTION
PR OD
PR O EV TOT SM AL YP 10 UA E : TI & ON
S ER M9 IN : G NE GI
EN
DE TA SM IL 8 PL ED : AN
D: ENGINEERING
M5: WHEN THE PRODUCT HAS BEEN LAUNCHED F21 Market Documentation F22 Implementation Internally F23 Implementation Externally F24 Sales F25 Market Feedback
08 09
PRODUCT STRATEGY We give your project a solid strategic starting point. At Artlinco we have great respect for spontaneous and random ideas (such are many of the world’s greatest successes born), customer requirements, trade show needs, etc. But we have even greater respect for the importance of creating the right framework and the necessary basis for decision for you.  Working on creating the optimal product strategy is therefore an important element of any project. At Artlinco, we go in depth to challenge corporate strategy, brand, resources, degree of
innovation and strategic objectives. We take a step back and ensure value for you and your customers. Having the five areas of focus means that we are already at this level taking a structured approach to address key parameters such as target groups, capacity, novelty, niche opportunities, etc. Thus, making your projects secured with a solid strategic starting point.
“FOR US ARTLINCO REPRESENTS INNOVATION AND GOOD IDIOM WITHIN INDUSTRIAL DESIGN” Peter-Thomas Damberg Adm. Director raaco International A/S
Projectdata Customer: raaco International A/S Duration: Ongoing since 2006 Task: From storage to order system. Design, development, web, exhibition stand logo etc. 10 11
Projectdata Customer: Stories Inside Duration: 2 months Task: Feedback and development of business plan
“WITH THE BUSINESS CASE, I GOT A CLOSER LOOK AT ALL ASPECTS OF THE PRODUCT. I GOT HELP TO CLARIFY THE MARKET AND, NOT LEAST, THE MARKET POTENTIAL AND FOCUSED ON OTHER ANGLES, I HAD NOT ANTICIPATED. THE BUSINESS CASE GAVE ME VALID KNOWLEDGE FOR FURTHER WORK ON MY BUSINESS.” Michael Been Founder of Stories Inside
BUSINESS CASE We help you so you can make decisions on merit. It’s relatively easy to forget the economic rationale during the flush of inspiration that comes with a fantastic idea. But if you’ve done it once – and gone off the rails financially – it’s a process you’ll remember for a very long time … At Artlinco you’ll have help in developing or validating a business case that sets the economic framework. We define the real success criteria and KPIs, calculate project ROI and cash flow, and set up the necessary project design. In addition, we set scenarios and analyze external requirements, such as patents, standards and legal requirements, so you are guaranteed the right product and project specifications, checklists and schedules. All this before you take the leap of faith.
12 13
“WE HAVE EXPERIENCED POSITIVE RESULTS FAR BETTER THAN WE HAD DARED HOPE FOR. I THINK IT IS BECAUSE WE HAVE A UNIQUE PRODUCT THAT NO ONE HAS SEEN BEFORE. IT IS INNOVATIVE AND INTERESTING, AND IT ALLOWS US TO GROW.” Anders Hornebo. Adm. director, Decoslide
INDUSTRIAL DESIGN How do you facilitate a yes from your customers? When do you pay attention to production? Industrial design is not about designing, a subjective gut feeling and everything that is “cool” - it’s about strategy, marketing, the buyer and user behavior. At Artlinco we work in a strategic and structured manner. This means that we start by defining words, figures, faces and feelings for your target group. Once we have decoded the target group and market, we outline your realms of possibility and list the product’s unique and emotional selling points. This is done on the basis of, among other things buying situation, user
situation and the values of your target group that may trigger a need - and a purchase. Only then will we start with the actual concept and design work. We refine the idea, visualizing the concept and working with shape, color, scent, sound, packaging - all design parameters, which together will ensure that the overall product experience hits the spot in the market, so you get a yes from your customers.
A TRI-FOLD SLIDING DOOR SYSTEM IN A FIAT 500 REQUIRES INNOVATIVE THINKING.
14 15
Projectdata Customer: Stenhøj A/S Duration: 14 months Task: Cost optimization and re-designing of autolift
ONE OF THE KEY WORDS FOR SUCCESSFUL INNOVATION IS “HOLISTIC PRODUCT DEVELOPMENT”. THAT MEANS, THE ABILITY TO GET THE STRATEGIC, CREATIVE AND TECHNICAL EXPERTISE TO GO UP IN A HIGHER LEVEL. FOR EVEN THE BEST IDEA OR THE BEST PRODUCT IS NO GOOD IF IT IS NOT BEING MANUFACTURED .
ENGINEERING We give you a plan, resources and capabilities to ensure that you meet your deadline. One of the key phrases for successful innovation is “holistic product development.” That is the ability to get the strategic, creative and technical skills to work as a single optimal unit. We set timeframes, identify and help select the appropriate suppliers, develop prototypes, test, evaluate and prepare the final detailed drawings and assembly documentation. All with direct connection to the specifications, standards, legal requirements and “soft” values set earlier in the process.
- Artlinco can act as self-development unit that reports directly to you. - We can work together with your own R & D department and serve as additional capacity during peak periods. - Artlinco can also contribute as executive actors and manage the project and suppliers in the right direction. A common denominator to the three forms of collaboration is a focus on creating value for you, through collaboration, design and innovation.
Cooperation with Artlinco can be done in three ways:
16 17
Projectdata Customer: Hansen/Nissen Duration: 3 months Task: Design and development of communication platform including web and logo
MARKET INTRODUCTION We help you, so you get a grip on your visual communication. It is essential for your project’s ROI, that the product is firmly entrenched, and sales are kick-started properly. In other words, we don’t drop the product as soon as it leaves the drawing board or the factory. On the contrary we work structured and focused with all the aspects surrounding the product until the product works in the market. It is important to remember elements such as user manual, internal sales presentations and workshops, order intake in
distribution, PR and marketing - both offline and online - and not least the customer’s first encounter with the product and experience of unpacking it. We ensure a setup to obtain the necessary market feedback and the opportunity to evaluate continuesly in relation to the business case. In short we are with you before, during and after.
“WE HAVE BECOME AWARE OF THE VALUE THAT LIES IN MAKING A GOOD LOGO, AND WE HAVE BEEN REAFFIRMED, HOW THE WORLD LOOKED AT THE STORE. ARTLINCO HAS CHALLENGED OUR WAY OF THINKING, BUT ALSO MANAGED TO KEEP THE BUSINESS VALUES AND SUBSTANCE” Carl Erik le Fevre Hansen/Nissen
18 19
TURNKEY CONTRACTS From idea to finished product At Artlinco we work based on our process model, which we believe is the basis for good cooperation. We work from a holistic angle, which ensures that we can offer our customers a broad perspective. This approach also helps us to provide input in parts of the project or the entire process - from idea to finished product. ADVISORY: Some projects require collaboration in shorter periods, and perhaps in times when your own time and resources can be limited. Artlinco can step in as a brainstorm partner or counselor when you need it, and have employees with backgrounds in particular economics, strategy, design, graphics, communications and branding.
PRACTICAL: At Artlinco we gladly take on the working gloves and go into the field to ensure the best results. The executive role may be in whole or part of a project - crucial it is that we arrive at concrete results! PROJECT MANAGEMENT: Projects span over shorter or longer periods. Whatever the time frame, project management is essential for ensuring progress and ongoing performance of the project. At Artlinco we offer project managers who have access to a strong team during the process, which ensures nuance and depth in all phases.
”ARTLINCO HAS BEEN AN IMPORTANT PARTNER THROUGH THE DEVELOPMENT OF VOICEBIRD AND WE BELIEVE THAT WE HAVE A STRONGER PRODUCT DUE TO OUR COOPERATION” Mads Transel CEO and partner
Projectdata Customer: Voicebird Duration: 2 years Task: Design, Business Development, graphics, shop, communications manual, logo
“WHETHER YOU SELL SOLUTIONS FOR WITHIN THE INDUSTRIAL SECTOR, EXPERIENCES, SERVICES OR PRODUCTS, MAN IS ALWAYS INVOLVED - THEREFORE IT MUST INVOLVE THEIR BEHAVIOR AND REACTION PATTERNS IN ALL TYPES OF DEVELOPMENT PROCESSES. Thomas Zoega Ramsøy Researcher, neuropsychology and Marketing
AT ARTLINCO WE USE OUR HEAD We facilitate a yes from your customers We ensure that as a company you not only achieve insight, but true insight into your customers. Insight is instrumental to separate your product and service from its competitors and thus ensure ROI. We create deeper insight based on well researched and scientific studies on brain functions. This includes a strong focus on human needs and motivation. The result is products and solutions that your customer does not just say yes to, but also creates strong relationships and long-term customer loyalty.
Neuro theory allows us to work with your customers rational, as well as irrational decisions. With our approach to a deeper insight to the customer, we can provide a valid basis for decision, which is to ensure that you take the right decision in relation to your product and target group. Our core knowledge about brain mechanisms make it possible to create solutions that positively appeal to your customers’ unconscious needs and motivations. We create true insights using various tools that create valuable solutions and depth in the process. We use heatmaps, eyetrack, EEG scans and knowledge within the human biological system, behavioral economics and segmentation for creating the perfect base for your product. We need to know specifically our target group in order to develop the right solution.
ARTLINCO HAS A CLOSE WORKING RELATIONSHIP WITH THE PSYCHOLOGIST, BRAIN RESEARCHER AND OWNER OF THE SUCCESSFUL BUSINESS NEURONS INC. THOMAS RAMSﾃ郎, ONE OF THE LEADING RESEARCHERS IN NEUROPSYCHOLOGY AND MARKETING, SO WE HAVE A VALID BASIS FOR CREATING THE RIGHT PRODUCTS TO THE RIGHT PEOPLE.
22 23
WHY ARTLINCO A/S?
Scan this code with your smartphone to visit our website and see how Artlinco can help you.
At Artlinco you get an innovative design firm as a partner, with total solutions in all aspects of the process - right up to production and market introduction. At Artlinco you get part of our vast knowledge based on more than 230 successful projects that we have developed, designed, cost optimized, constructed and marketed products. We have supplied products to Danish as well as international companies and markets. At Artlinco you get assurance that your project will meet its deadline. Our development is always based on a thorough project planning. We plan to launch in mind and ensure the ongoing status and management meetings optimal cooperation between the client and our development team. At Artlinco you get good project management to ensure a process of internal communication works and where management always know, as well as an objective basis for decision making, ensuring that decisions are taken at the right base, and the entire project will be a success .
24 25
PARTNERS Ensure more success At Artlinco we know that it is necessary to go in depth to give you all the answers. With projects that range widely - from the development of the business case, product strategy, engineering and calculation of design, service, packaging and all communications universes including internal consolidation and market introduction, we know that specialist knowledge is a necessity. At Artlinco we have over the years built a solid network of highly specialized partners.
They are specialists in their respective fields and can bring to your projects extensive knowledge and extra momentum. Our partners work including within the neuroscience theory and analysis, psychology, welfare technology, ergonomics, biomechanics, sound and acoustics, prototypes, intellectual property and finance. If these core competencies are not covered, we find the best within their field. All to ensure a strong team that can deliver the right solution for your respectable projects. With Artlinco you get a little more of everything - because it produces results!
REFERENCE LIST
i
s
- l y d en a f g o d
Artlinco A/S / Jessensgade 1,3 / DK-Horsens / www.artlinco.com / Tel. +45 7020 8036