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dependable creative local design resource for teams searching to deliver beautiful and meaningful visual language and usability

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dependable creative local design resource for teams searching to deliver beautiful and meaningful visual language and usability

I believe technology and products that address people’s needs can shift attitudes and bring joy and positivity to their lives.


dependable creative local design resource for teams searching to deliver beautiful and meaningful visual language and usability

I believe technology and products that address people’s needs can shift attitudes and bring joy and positivity to their lives.

I’m interested in products and systems that return the person to a human scale of experience - touch, emotion, intimacy, satisfaction, and fulfillment of essential needs.


Busines Strategy Our engagement philosophy is to develop a shared understanding of your business objectives and value proposition. This enables us to satisfy your corporate needs and to work with your team in a fluid way

Production Specs are set, details are refined, assembly is finalized, and quoting is completed.

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Develop We work closely with your team to execute rapid prototyping, CAD, and final detailing bringing the idea to reality and helping to assure function, test usability, check manufacturing, and optimize parts. Graphics, identity, packaging, and interface designs are also brought to life.

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Evaluation Has the Design Criteria been met for the user and maker? Does the product or system physically convey the core values of your offering or brand? We’ll help facilitate decisions and use leanings to refine for success.

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Research User Insights We’ll harness your existing knowledge and peer into the emotions, senses, culture, values, routines, contexts, and desires of your target segments. Through empathy, we return the user to a human scale of experience by fulfilling their essential needs. Design Empowered with creative fuel, sketching, modeling, and mock-ups begin to realize the idea. Collaborative iteration, firm design principles, and sound experience allows us to arrive at beautiful and meaningful visual language and usability that evokes brand and fulfills user needs.


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Each person has a different way, similar to each company. I enjoy using a spiral development or cyclical approach because this offers empathy a better chance to emerge.

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why us? We provide dependable problem solving with enthusiasm and consistency Objective consensus building to find common ground among groups and disciplines A dependable source of content generation to empower managers, internal businesses, and colleagues

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why us? Beauty: Visualize ideas in a splendorous and informed way through out the design process. Listening: Strongly dedicated to listening and focusing on the needs of the client Source of energy: Provide a positive and enthusiastic springboard toward idea evolution Cost effectiveness: Competitive in a tough economy Quality: Measured by insights and values, every sketch is tailored for communication effectiveness Team Builder: Build teams around the company’s goals

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clients

core discipline offering

Philips Home Healthcare Solutions St. Clair Health Corporation Sensible Machines, Inc. Poiesis Informatics, Inc. Precision Therapeutics, Inc. Homelite, Inc. PPG Federated Investors Aethon, Inc. Canon, Inc. The Mentoring Partnership of Southwestern PA Cherished-Memories.com Shiflet Imaging, Inc. Preptech, Inc. California University of Pennsylvania Carlow College Sports Technology International Pittsburgh Auditorium Authority Pittsburgh Water Authority Solotec Corporation CycleTime Corp Industrial Design Society of America Psychiatrix PC

Industrial Design: • Product Conceptualization & Design • Experience Scenario Visualizations • Packaging and P.O.P. • Exhibit, Display, Signage Systems, Kiosks Communication Design: • Print Collateral • Corporate Identity • Web Site Design • Embedded Screen Product Interface • Application Interface

peripheral discipline offering Mechanical Design Brand & Marketing Strategy Usability / Human Factors Web Site Development Interaction Design


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Paul Borrero, Principal paul @ neoformadesign.com 100 43rd Street, Suite 211 Pittsburgh, PA 15201 (412) 688-9225

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Aethon, Inc. automated hospital delivery and asset management solutions • understand values & user needs • industrial design language • interface design • brand identity • user testing • display & exhibit design

After many years using third party retrofitted carts, I was asked to design a custom cart as part of the TUG product line. We began by reiterating company values and by understanding user insights such as safety, efficiency, and improved patient outcomes. I had the wonderful opportunity to provide guidance and support as part of the client product team. Because the design evokes values unique to Aethon and addresses the needs of users, this led to divergent thinking. The design language reflects dependability through geometry. This reinforces the brand message and differentiates within the market improving loyalty. In addition, requirements included maintenance, security, and working with the existing engineering framework and sensor array. I was able to minimize material by eliminating drawer handles completely, increasing manufacturing efficiencies and security.


advanced

high tech

efficient

expensive

trusted

work flow

valued

dependable

streamlined

smart

intuitive

easy to use

modern

Nurse

Physician

Management

Central Supply

I want to focus on my Patients I want to feel supported I want my job to be easier and safer I want to have control I want to use high technology

Patient quality of care I want to feel supported I want my job to be easier and safer I want to be efficient

Patient quality of care I need to support the staff I want to be efficient I want to save money

Patient quality of care I need to support the staff I want to be efficient I want to feel in control


A

A

C

A

C

C

A

B

A

B

B

B


I observed the user within their context of use and captured behaviors on video in the hopsital setting.


The inspiration of the Aethon logo is taken from ancient Greek mythology, one of nine winged steeds tugging the Sun Gods’ (Helius) chariot across the sky with predictability and reliability. Aethon’s memorable mark communicates dependability through geometry, and makes reference to the company’s TUG® medical product line. Winner of an AIGA award for design excellence.


Multi Modalities, Inc. Fluency for Imaging product visual language: Radiology voice understanding. • understand values & user needs • interface visual language • interface interaction design • user testing

Reacting to market forces, M*Modal needed to update the visual design of their Fluency for Imaging product, a voice understanding and workflow manager for radiology. The following outlines how we began by capturing the desired perception, user needs, and company values to help guide the process. This helped to illuminate divergent options which differentiated the product and brought new simplified interactions to the experience of use.


Visual Characteristics

Brand Values & Principles

Evaluative model to help identify: Desired Perception & Optimal Positioning for Differentiation

User Needs/Insights


Philips, Inc. HHS • industrial design language • graphic design language • interface design language • scenario development • concept frameworks • project coach

I had the privilege to work together with the HHS design team in creating the early stages of the Brand Identity Design Architecture for HHS. During this period, I was able to help guide as a project coach, participate in several work shops, created design language, and lead the graphic user interface effort.


HCP facing “Encore Anywhere”

Patient facing “Encore Viewer”

LAB TECH facing “Sleepware”


Sleep Experience Scenario: a good night’s sleep

Portable Breathing Experience Scenario: a convenient trip


example experience scenario

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“cpap for wellness” client: Philips HHS

Hui and her son Feng are at the bus stop waiting for the school bus. Hui has a growing concern about her son’s weight, and his irritability and lack of concentration at school.

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Hui takes her son to visit a local doctor, at one of the offices mentioned on the poster. After hearing her concerns, the doctor goes over some of the short- and long-term risk factors, such as cardiovascular disease, bone and joint problems, and sleep apnea. He tells her that this now affects over a fourth of Chinese children, so she’s not alone in her concern.

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The doctor prescribes a change in diet, and a personalized mix of herbs for Feng. He also offers a Philips sleep test/CPAP kit that tests for apnea and doubles as a CPAP for kids.

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That night, Feng’s test indicates apnea, and the doctor helps him begin treatment. The CPAP’s interface includes support for the adjustments in diet and exercise, provides “How am I doing” feedback, and automatically adjusts treatment over time.

After Feng gets on the bus, Hui notices a poster sponsored by Philips. It offers information about childhood obesity risks, including diabetes and sleep disorders. It also includes information about prevention and treatment, and provides several options for concerned parents.

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One year later, Feng no longer needs the CPAP device. He and his mother have learned to manage his weight and make exercise more of a part of daily life. As a result, Feng is sleeping so much better that his attitude has improved, and his teachers have noticed the way his concentration has improved in school.


Sensible Machines, Inc. • industrial design language • positioning concept • understand values & user needs • website design • corporate identity • iconography

Over the years, I’ve had the honor of working together with the SMI team on several projects. I’ve served to guide the company and provide creativity in market positioning and design strategy, resulting in multiple design efforts helping to orchestrate the brand across touch points.


Position Concept Sensible Machines provides systems design & integration for manufactures that need to make their equipment aware. As opposed to traditional design & engineering ďŹ rms that focus on automation, our robotics and sensor expertise offers our customers the ability to collect and utilize data from the environment for use in real-time or to inform business decisions that affect the bottom line.


Corporate Values 1. Practical

2. Proactive

3. Strategic

4. Adaptive

5. Collaborative

We are sensible and realistic in our approach to a situation or problem in the real world.

We understand and facilitate positive change to show what the future can be.

We help to reveal the big picture aims and interests to best address our Client’s needs.

We are platform agnostic able to integrate disparate robust functionality with variable environments of use.

We interact with our Clients as partners working together to arrive at consensus.


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Philips Respironics

the following includes various design efforts for Philips in the areas of industrial, graphics, interface, and design language


redesign: hand-held sleep therapy device

Before

After


redesign: form exploration and process cross section


redesign: color strategy


redesign: exploded view in CAD for part ďŹ t

new buttons

new face


Poiesis Informatics, Inc.

> corporate identity system > trade booth design > print collateral


Poiesis

Poiesis

RGB(255/153/0) POIESIS Yellow + GREY SCALE

BLACK & WHITE

I N F O R M AT I C S

I N F O R M AT I C S


Homelite, Inc.

industrial design concepting design language


Federated Investors, Inc.

> corporate literature > packaging design > direct market brochures


Silla • cardboard furniture design • business model development • manufacturing


Sobe Institute, LLC

packaging: sensual lubricant for women


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insights

existing packaging women

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emotional connection ritual


Pittsburgh Auditorium Authority Mellon Arena Signage System Design


I believe good design is an act of compassion that improves upon or eliminates the problems of others or enhances their lives. Creativity (or divergent thinking) and innovation are the byproducts of our ability to share what others feel without judgement.

Pa u l B o r r e r o

Design for Joy


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Paul Borrero, Principal paul @ neoformadesign.com 100 43rd Street, Suite 211 Pittsburgh, PA 15201 (412) 688-9225

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Neoforma Design, Inc.  

A dependable creative local design resource for teams and companies searching to deliver beautiful and meaningful visual language and usabil...

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