The new machine designed for Södra Skogsägarna.
Discover the Boid philosophy Meet Boid, the research-driven design agency home to a family of skilled creatives - a family which has the power to merge a multitude of talents for the mission in question: taking complex problems and simplifying them for the benefit of the end user. By Emma Rodin
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Photos: Boid
At Boid, diversity is a fundamental ingredient to success and that is reflected in the many skillsets that make up the team. It is much like having a set of keys that all look a bit different but can be used to unlock the same door, explains creative director David Lamm. “Although Boid started off with a humble group of creatives solving smaller design challenges, today we’re a full-blown house of designers, programmers and researchers who have the capabilities to meet all sorts of client and user needs,” he says. “We’re all invested in each other’s individual fields, and I think that 66
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Issue 161
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December 2023
shared interest is an important piece of how and why we deliver great work”. Working as one Indeed, collaboration is key, both within the team itself and with clients. Col-
laborations are led by the philosophy that the sum is larger than its parts and everyone is welcome to bring something to the table. Whether that’s through user studies, 3D prototypes or digital apps, the team owns a range of tools to untangle knotty problems. “In our industry, you’ll often see creatives working in a consulting capacity which usually means they’re siloed. We take a different approach, giving clients access to our entire team and a cross pollination of ideas and solutions,” explains John Hayman, industrial designer. A Boid showcase With a portfolio of successful projects, there’s one in particular which adequately shows the vast skills of the Boid team. Three years in the making and only just wrapped up, this project has focussed on