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Industrial Design

Product Program Management

Brand Identity/Graphic Design

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BackgroundBazza Design is me – Barry Hutzel. I offer over 31 years of outstanding design experience in large corporate and small consultancy environments, managing creative teams and handling individual projects and product design. I am a process driven designer with a proven track record for design success. This is success not only measured in quality of appearance and features but also measured in economic terms. Several of my designs have sold in the millions of products made, helping businesses I have worked for become successful strategically and financially.

In 1987, after a year as a staff designer at Huffy Bicycle Corporation in Dayton, OH - I began a successful 18.5 year run with Donnelly Corporation located in Holland, MI (now part of Magna International). Donnelly allowed me to combine my passions for Industrial Design with Graphic Design. At Donnelly, I built and managed a substantial corporate Industrial Design Studio and Model Shop. The studio managed and completed a wide range of product design programs including complete overhead systems for Mercedes, Toyota and Nissan plus corporate interior lighting and trim programs for Ford, GM and Chrysler. This also included all exhibit design for the corporation. The scope of my responsibility included managing day to day operations of the studio (industrial designers, model makers, clay modelers and administration staff), long range planning, budget coordination, and an individual project load.

My position at Donnelly was followed by five years of design and design management at Tiger Studio, a design consultancy located in Zeeland, MI. My responsibilities included day to day project load, long range planning of the studio, client/sales interface, and management of the studio and its personnel. During my tenure and leadership of Tiger Studio, the consultancy grew from two to ten full time designers and increased gross sales 4x.

Through these experiences, I have managed many product development and graphic design projects not only from the creative side but also from the business/project management side. Accurate quotation, timing, budget, resource planning and delivery combined with creativity and innovation make my design work exceptional and cost effective.

22 US Patents (Utility and Design)

13 Graphic Design Awards

Numerous Successful Products in Production

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Solving Complex Problems with Experience, Creativity and StructureEveryone has a process. Everyone can sketch concepts. Everyone can deliver hot renderings. So why work with me?

The answer is threefold:

First – I have over 31 years of experience in automotive, product, graphic, and brand identity design - creating successful award winning, patentable, high quality designs for world wide corporations. What makes me different and desirable by my clients is my ability to seamlessly and efficiently integrate - into one source - Industrial Design, Program Management, Brand Identity and Graphic Design. I am just as comfortable creating a corporate identity as I am designing your next amazing product design offering. In addition, I am aligned with prototyping, engineering, and production resources, so coordinating a project from concept to prototype build is no problem.

Second – I have managed corporate and consultant studios, so I am hardwired to blend creativity and innovation with practical and successful program delivery.

Third – I value a good working relationship. Life is too short not to enjoy what you do and who you do it with. My working relationships are as important as my results. By working with Bazza Design, you can tap into a broad range of talent from one person and have an enjoyable experience in the process.

Industrial Design

Brand Identity/ Graphic Design

Product Program Management

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Design ProcessI have managed many substantial product development programs from the Industrial and Graphic Design side as well as the business side: initial quotation, timing, budget, resource planning and delivery of exceptional designs.

I combine my design/business perspective with a proven product development process that produces amazing results. My four phase creative design process is simple.

1 - Research Phase

2 - Concept Development Phase

3 - Concept Refinement Phase

4 - Design Release Phase

Investing in this process can increase sales and produces ground breaking designs that set standards in the industry.

1 - Research

3 – Design Refinement

The User The Competition Product UnderstandingRelated Product Areas

2 – Concept Development

4 – Design Release

Form Finalization and Packaging3D Form Studies

Class A Surface Release and Photorealistic Rendering Prototype and Production Design

Concept SketchingDesign Inspiration

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Industrial/Product Design- Research- Conceptualization- Refinement- Finalization- 3D Form Study- Packaging Studies- Class A Surfacing- Photo Realistic Rendering

Product Program Management - Budget Management- Timing- Extended Collaborative Network Coordination

- Rapid Prototyping Resources- Model Making Resources- Engineering Resources

Capabilities

Brand Identity/Graphic Design- Image/Logo creation- Naming- Collateral Materials- Presentation Coordination- Website Coordination- Trade Show / Exhibits- Corporate Communications- Graphic Design

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Partial Client List

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By combining over 30 years of focused sports lighting experience with the latest LED technology, I helped Qualite develop a sports lighting system that is a true GameChanger™! Designed for HDTV broadcasting, digital photography and slow-motion recording of fast paced sports lighting venues from professional to recreational levels. With enhanced glare mitigation and specialized beam shapes we are able to paint the playing surface with smooth light and keep your neighbors dark and happy. Bazza design was instrumental in setting the form factor direction that led to the creation of a revolutionary horizontal rectangular bar shape that not only sets the design apart from the competition but has better performance characteristics leading to needing less units per poll.

I worked with Qualite in every facet of this design release including several brochures and flyers as handouts. I also managed photography and video of the product during its first installation. The resulting video can be seen here:

Research

Concept Development

3D Design Modeling and Release

Color Rendering s and Brochure Design

Photography and Video production

Case Study: Revolutionary LED Sports Lighting

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PhotosynQ, a project based at the Michigan State University, aims to help plant scientists around the world gather data through an inexpensive hand-held device called MultispeQ for scanning plant material.

By connecting the device to a Smartphone, researchers can use it to collect information about how efficiently a plant photosynthesizes, for example, as well as data on the soil it is growing in. Data is automatically updated from the phone to a cloud server. PhotosynQ’s four founders run an open access website and Smartphone app through which researchers can remotely monitor, compare and analyze this information. They hope it will give researchers, particularly those in developing countries, access to a wider range of information on which to base decisions about breeding better plant varieties.

Research

Concept Development

3D Design Modeling

Basic Packaging Studies

Case Study: MultispeQ

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Fulton Innovation (a division of Amway) was looking for someone to help coordinate the look and feel of a show property they planned to build and display at the Consumer Electronics Show in January of 2011. Bazza Design was selected to help coordinate the design and integration of Fulton’s e-coupled wireless charging capability into automotive instrument panel. Working along side of Fulton’s engineers and model makers Bazza Design defined and refined a wireless charging station for use in a Tesla Roadster. Using Fulton’s patented wireless charging technology Bazza Design developed a linear unit that conveniently fit into the storage rail that was part of the instrument panel. The charging station could fit just about any sized phone or MP3 player in one compartment and a Bluetooth ear bud in an adjacent compartment. The feature, when paired with wireless charging devices like cell phones and or i-pod like products, allows for easy charging of a device without plugging it into a wired scenario.

Research

Concept Development

3D Design Modeling

Color Rendering

Program Management

Case Study: Automotive Wireless Charging Station

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Say hello with light Namaste - It is a customary greeting when individuals meet, and a valediction upon their parting . As it is most commonly used, Namaste is roughly equivalent to "greetings" or "good day," in English, implicitly with the connotation "to be well". As opposed to shaking hands, kissing or embracing each other in other cultures, Namaste is a non-contact form of respectful greeting and can be used universally while meeting a person of different gender, age or social status.

Features include:- 6 high powered LEDs for efficient/sustainable advantages.- Warm and cool color options- LED arm rotates 360 degrees- LED light bar extension for longer range of coverage- Wireless charging surface for your devices- Occupancy sensor - shutting itself off when not in use- Dim control

Case Study: Namaste Task LampResearch

Concept Development

3D Design Modeling

Color Rendering

Final Design

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Hamsar is a Toronto based producer of lighting for the aftermarket, marine and heavy equipment industry. While working at Tiger Studio, I was part of a design team that was asked to design a light that would fit a product niche in Hamsar’s LED offerings. The LED design that was developed was to be used in heavy equipment applications including coal mining rigs and front end loaders. Its versatility made it easily adaptable to four wheel vehicles, off road vehicles, trucks and long term lighting usage situations like walk in refrigeration environments.

The design criteria included:- Versatile mounting- More aggressive/rugged appearance- Unique look in the market- Plastic bezel and metal shell construction- Ability to support various LED configurations- Heat sink capability built into the design

Meeting all these criteria - the design was released in the fall of 2008 and has been a strong seller for Hamsar ever since.

Program Management

Industrial Design

3D Development

Case Study: LED Work Lamp

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Omega Medical and DCN Diagnostics approached Bazza Design with a need to refine this new concept as a hand held medical device. Some basic 3D was created by Omega to prove out their concept but they realized that they needed to work out the form in a ergonomic way that was comfortable to the hand and was sized correctly to personally carry.

Applications Include:Infectious disease testing in field environmentsBiomarker testing in field environmentsBiowarfare agent detection and other military applicationsAgricultural or environmental testsLaboratory use, during development of fluorescent tests or for interpretation of qualitative fluorescent assays

Patent Pending

Prototype

Case Study: Fluorescent Assay Visualizer

Research

Concept Development

3D Design Modeling

Color Rendering

Program Management

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Donnelly Corporation was asked to create a series of lighting products for the Ford Motor Company that reduced Ford’s lighting part numbers from fifty different interior overhead lighting products down to seven part numbers for all Ford vehicles. The map dome lamp shown here is one of the three that I helped design for Donnelly. Donnelly produced the lights for Ford vehicles that needed map reading and dome light features for the interior of their vehicles. The designs was cost effective (minimal parts), all lens design (no color match needed), and exceeded the light output specifications for Ford vehicles. The lamps are still used in Ford cars, trucks, SUV’s and crossover’s today.

Project Lead

Program Management

Industrial Design

Working Prototypes

3D Release

Production Launch

Case Study: Ford Corporate Map Dome Lighting

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Case Study: Task Chair – Modello USAModello USA was needing to develop a unique task chair with their partner in Hong Kong. They had a concept created but needed someone to translate the design in 3D accurately. They called on Bazza Design to help them with this substantial task. All 3D excluding adjustment mechanisms and star base was created in a collaborative fashion with Modello USA and delivered for creation of the tooled design.

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Research

Concept Development

3D Design Modeling

Color Rendering

Final Design

Project Brief:Omega Medical needed to “refine” a concept they had for a women’s medical biopsy devise. The mechanical concept was figured out and protected with patents but the device shape and features were considered too generic looking and not ergonomically appropriate for both left and right handed doctors. Bazza Design was asked to look into creating a more suitable shape that would fit the hand comfortably, not be “handed”, would be able to perform the procedure in multiple ways and have a softer, friendlier medical looking form. Bazza Design also was tasked with creating 3D CAID for the final form and oversaw the creation of prototype models. The design concepts were shown to a collective of doctors which in turn gave vital feedback at check points in the design process. The end result (pictured right) is currently in production.

Production Release

Case Study: Hand Held Medical Device

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Case Study: Organics Waste CartResearch

Concept Development

3D Design Modeling

Basic Packaging Studies

Project Brief:Based on market trends and needs – Cascade Cart Solutions was seeking a product design answer to the growing industry of organic waste collection. With Waste Management and Harvest Power planning on launching 40-50 composting facilities, Cascade Cart Solutions identified this event as a genuine opportunity to enter the organics collection sector with a clear design answer to the unique needs and design issues that comes with offering an organics container.

Bazza Design was selected to work with Cascade to help define and shape design direction for a new organics cart that met a series of co-developed criteria, leading to a releasable design for production. Initial conversations on possible design criteria established the need for research investigation on a variety of fronts . In response to that need, Bazza Design looked at specific components of cart design and then ultimately helped set a design criteria list. The criteria list was used by Bazza Design in the creative design process for Cascade’s desire to offer a industry leading organics cart.

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Methode, a maker of automotive controls (based in Detroit), contracted Bazza Design to concept, create in 3D and render an full electric vehicle interior and exterior to be used on Methode’s Website to illustrate the wide range of product and design capability Methode has in the automotive industry. Starting with the basic scan of a Chevy Volt, I was able to re-skin the complete exterior to look unique and build the interior from the new outer skin. Renderings were then specified for color, materials, POV and lighting. Color choices were geared to a specific color pallet that Methode planned to use in their Website color scheme. Final output was then augmented with call-outs specifying all the different automotive components that Methode currently can offer.

Research

3D Design Modeling

High Resolution Rendering

Case Study: Website 3D Illustrations

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Herman Miller approached Bazza Design with a need to refine and finalize a privacy screen design that they wanted to introduce into their Canvas line of office furniture. They had a concept of what they wanted but needed the design to be more in tune with HM standards of design. They also needed a design in 5 days to show a customer that was interested in the privacy screen idea for a series of purchases. Bazza Design worked closely with HM engineering to deliver the concept and final design in time and on budget. The Screen is now part of the HM line in a variety of applications.

Case Study: Privacy Screen for Herman Miller

Screen bracket attaches to front edge of a squared –edge surface.

Screen has soft round edge

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Fulton Innovation (a division of Amway) asked Bazza Design to help in the development of their trade show exhibit for the 2011 Consumer Electronics Show (CES). The focus of the show was going to be a Tesla Roadster electric vehicle. The Tesla was going to be charged wirelessly from a “parking spot” in a modern parking garage setting. The initial concepts of the exhibit included full scale 3D layouts of the vehicle and other exhibit elements in block form. Sketches of refined ideas were then created to explore interesting variations. Informational video monitors, parking garage and graphic visual elements were brought together to create an exciting and inviting center piece to the exhibit. The final design incorporated many of the concept suggestions put forth by Bazza Design.

Program Management

Industrial Design

3D Development

Case Study: CES Exhibit Design

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Brand Identity

Graphic Design

Print/Screen Print Management

Budget Management

Project Brief:Donnelly Corporation needed to organize and fine tune its corporate graphic standards for consistency and clarity. Was tasked to bring this together in one document that would be the graphic design “Bible” for the corporation to live by. The corporate graphic standards included logo usage, application of the logo, collateral materials, color usage, signage design, and font usage. Also included were formulated color chips that were perforated just like the pantone color books for the Donnelly PMS green. Worked closely with an outside consultancy to design and produce the final result.

The graphic standards manual was an award winning design featured in Creativity 19.

Case Study: Donnelly Graphic Standards

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Branding Research

Logo Development

Branding Guide

Project Brief:GHSP is a manufacturer of Shift Systems, Electronic Controls, and Smart Actuators for the automotive and appliance industries. Bazza Design was asked to help define GHSP’s new identity for their benefits group. Goals of the program was to create a new identity for the group that reflected the three areas of attention the group puts emphasis on. A name search established “LiveWell” as the name to be used in the identity.

A few final designs of choice were refined and an ultimate selection was made to represent the group. To finalize the design and it’s brand, a branding guide was created to manage the usage of the logo and application of the logo on a series of give-away items.

Case Study: GHSP Benefits Branding Project

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Graphic Design

Print Management

Budget Management

Project Brief:As newsletter editor for the Michigan Chapter of IDSA, I was responsible for the creation of the chapter’s newsletters. This special issue was an “annual product design review” version of the newsletter. I solicited new product design submissions from Michigan designers to be published in the issue. With those submissions the design layout was created to emphasize the features of the products. Cost being a concern, the newsletter was printed in only two colors, but utilized two matching recycled paper stock colors to add a richness to the design at no extra charge.

The issue was an award winning design featured in the design book:Graphic Design on a Limited Budget.

Case Study: IDSA - Michigan Newsletter Special Edition

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Graphic Design

Hand Crafted

Project Brief:I produce a hand made Christmas Card every year. The 1996 version became a faux corporate annual report complete with a letter from the CEO and a review of the “Hutzel Corporate Events”.

The design was featured in the juried book Black & White and Two Color Design and the design competition publication Design Sense -Graphic Design on a Limited Budget.

Case Study: Hutzel 1996 Christmas Card

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Branding Research

Logo Development

Branding Guide

Project Brief:2015 The Soccer Stop in Holland MI, was going to be changing owners. Those new owners ask Bazza Design to help them re-define their image without loosing what was good about the old identity. This included signage, banners, business cards, apparel, etc.

Case Study: Soccer Stop Sportsplex Identity

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Contact Information

Bazza Design

Barry Hutzel - Principal

linkedin.com/in/barryhutzel

barry.hutzel@bazzadesign.com

bazzadesign.com

616 335 0219

You can see the more case studies of my work at:

http://www.slideshare.net/BazzaDesign