Amfit faced a challenge: new market entrants with new but inferior technology were attracting the attention of customers and gaining market share. The core Amfit product not only looked dated, but conveyed an image of outmoded technology.
Amfit had already refreshed their logo, and now it was time to develop a new look for Amfit's core products in order to achieve brand harmony, as well as create new products that considered the entire user experience and delivered innovations that mattered to the customer.
Greg Hinzmann developed the Strategic Design Profile as an assessment tool to help companies assess their positioning in the market, identify strategic design opportunities and set appropriate goals for design.
Amfit's original product offering did not convey an image that was commensurate with their technology.