Visualizing premium performance assets for Vodafone Global marketing.
Client • Vodafone
Year • 2020
Role • Design Lead
Scope • Product Design, Asset Creation, Design Language
Don’t show power. Own it.
Executive Summary
A global hardware design project supporting Vodafone’s strategic shift towards a premium product portfolio. The project combined industrial design translation with high-impact visual storytelling across marketing touchpoints.
Challenge
Routers are among the most essential devices in modern homes - and at the same time among the most neglected. Treated as purely technical necessities, they are designed to disappear rather than contribute to the living environment.
The task was to reverse this logic: repositioning a device meant to be hidden as a deliberate, visible object. The router needed to evolve from a technical afterthought into a calm, confident presence - one that communicates performance through restraint and earns its place in the home rather than demanding attention.
Ownership
While the industrial design was teamwork I owned the visual translation of Vodafone’s premium positioning, defining the design principles that aligned product, brand, and marketing touchpoints. My responsibility was not execution alone, but ensuring the object communicated confidence, restraint, and trust without explanatory messaging.
Strategic Approach
The project deliberately rejected typical tech-driven design signals. Instead, it reframed performance as something felt rather than explained, using reduction, spatial integration and controlled visual storytelling to position the device as a permanent, premium brand presence within the home.
Execution
The design was developed through iterative sketching and 3D modeling, with a strong focus on proportion, surface continuity, and controlled lighting. Final assets were rendered in KeyShot.
Outcome, Learnings & Reflection
Outcome
The project established a visual benchmark for Vodafone’s premium hardware communication and shifted the router from a hidden utility to a confident brand touchpoint. The assets supported a more lifestyle-oriented narrative and influenced how performance was communicated without explicit claims.
Key learnings
Premium is not created by adding signals, but by removing everything that feels insecure or explanatory. The strongest brand expressions communicate performance through clarity, restraint, and the confidence to say less.
Visual Design Execution
Proportions
Arrangements
Lighting