Award-Winning Industrial Designer on How to Design Great Hardware Products at Scale? | Todd Bracher Founder of Betterlab | Startup Project #99

Join host Nataraj as he sits down with Todd Bracher, founder of BetterLab, an industrial design firm partnering with scientists and innovators to create game-changing products. Previously Executive Creative Director and Design Partner at Human Scale, Todd has also collaborated with iconic brands like Issey Miyake, Herman Miller, and 3M. A two-time International Designer of the Year and recognized by Wallpaper Magazine as a Top 100 Global Design Influencer, Todd shares his insights on the intersection of design, science, and technology.

About the Episode:

This episode explores the world of industrial design through the lens of Todd Bracher's extensive experience.  The conversation delves into building a successful design firm and the critical importance of human-centered design. Todd recounts his journey from art school to becoming a leading industrial designer, emphasizing the role of manufacturing, materials, and understanding market needs. He highlights the shift towards sustainability in design, including the use of recycled materials and circularity principles. The discussion covers BetterLab's innovative projects, such as glasses designed to combat myopia using full-spectrum light and a UVC light-based hand sanitizer called Lightwash. Todd also shares his perspective on digital design, the influence of Japanese design principles, and his role as a design advisor with Antler, a pre-seed stage firm. He touches upon products he admires, including the Leica M camera, and the importance of integrating design early in the product development process.

About the Guest and Host:

Todd Bracher: Founder of BetterLab, an industrial design firm. Former Executive Creative Director and Design Partner at Human Scale.  Connect with Todd: 

→ Website: https://betterlab.com/

Nataraj: Host of the Startup Project podcast, Senior PM at Azure & Investor. 

→ LinkedIn:  https://www.linkedin.com/in/natarajsindam/

→ Twitter: https://x.com/natarajsindam

→ Email updates: ⁠https://startupproject.substack.com/⁠

→ Website: ⁠⁠⁠https://thestartupproject.io⁠⁠⁠

Timestamps:

00:01 - Introduction and Guest Introduction

00:55 - Todd's Background and Entry into Design

01:45 - The Definition of Industrial Design

03:22 - Early Influences and Drawing

04:27 - Examples of Industrial Design Projects

06:06 - Admired Technology Products (Beyond Apple)

09:14 - Trends in Industrial Design: Sustainability vs. Consumable Products

12:02 - Todd's Take on IKEA's Design and Business Model

14:37 - Admired Brands: VITSO and Dieter Rams

15:54 - Sustainability and Longevity in Well-Designed Products

17:05 - The Business of Running a Design Firm: BetterLab

19:39 - Products from BetterLab: Myopia-Correcting Glasses

24:48 - Sustainability Project: UVC Light Hand Sanitizer (Lightwash)

28:44 - Working with Antler: Advising Early-Stage Startups

30:08 - Day-to-Day Products Todd Uses and Admits

31:53 - Modern Design Aesthetics and Globalization

36:01 - Todd's Take on Digital Design

37:46 - Trend Back into Hardware

40:01 - What Makes Japanese Design Unique

42:00 - Design Hubs in the US

44:13 - Current Consumption (Books, Podcasts, etc.)

45:39 - Mentors and Influences: Charles Darwin

46:55 - Lessons Learned: The Importance of Business Acumen

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