Ashcraft is an award winning product design and brand innovation company located in the creative and cultural epicenter of Los Angeles, California.
Industrial Design/Product Design
Design Strategy & Innovation
Unified Design Experience (UDX)
Colors & Materials Strategy & Specification
We make brands, products, and experiences people love.
Design is the bridge between business and consumer. Design integrates life, art, and technology to create experiences that resonate with consumers. Ever vigilant of shifts in technology and culture, a deep understanding of consumer and market trends fuels our design process to craft objects and experiences of desire. Our designs form a beautiful cohesive visual that tells a clients story.
Good design motivates people to act.
Our proven process connects businesses to consumers.
We have created a framework for innovation and advanced design thinking called Cognitive Dissonance. It is a method for understanding and giving context to problems, then leveraging them to consistently create breakthrough ideas. This approach to design drives new growth, brings new customers, and helps companies grow profitability. The solutions create products, brands, and experiences that move people to action. Our philosophy cultivates disruptive innovation that launches companies, identifies market opportunity, and defines trends. Cognitive Dissonance gives clients the strategic thinking, creativity, and innovation that are pivotal to their success.
We believe that at the foundation of any product are three pillars; life, art, and technology. Each of these resonate on some level with consumers and at times are in conflict with one another. A successful product or brand brings all of these elements together into a cohesive story. It is at the intersection of these elements that disruptive innovation lies. Three elements constantly in conflict, are brought together in harmony through innovation. It is the delicate balance of science and art to create beautiful products that resonate with consumers and their lifestyle.
The first phase of our process defines the foundation the project is based on. We meet and discuss the objectives, scope and opportunities of the project to create an outline needed for a successful outcome.
The second phase sets the creative process in motion, developing a range of design concepts that solve the criteria defined in phase one. A number of collaborative review sessions will be held to narrow down the design solutions to the best solution.
Coordination & Execution
The third phase is execution of the chosen concepts in phase 2 to transform the ideas into reality. We understand that a lot of things get lost in translation/hand off between our team and the clients team. We collaborate with implementation resources to ensure that any details, questions, or elements get executed correctly in production.
We work with people and brands that want to make life better.
Britt Ashcraft is an award-winning designer and innovation pioneer with 15 years of experience launching industry disruptive products and experiences.
Britt works at the intersection of design, business, technology and culture to create products and experiences that provoke change and inspire people to action. He helps organizations innovate and launch disruptive businesses through calculated brand strategy and human centric design.
Prior to Ashcraft, Britt worked designing mobile products for technology juggernaut Hewlett-Packard and a few other design consultancies where he was able to hone his craft across multiple industries. He has partnered with numerous Fortune 500 companies and start ups, including Adidas, Dell, HP, Vizio, and Xerox among many others. He has worked on everything from dog chew toys to basketball shoes for NBA stars. The extent of his work shows the diverse application of his design innovation methodology and how it can change the game for brands.
Founder & Chief Design Officer
Daniel founded Ashcraft in 1986. His love of consulting, partnering with start-ups, and a passion for his own entrepreneurial ventures solidified his position as an authority on design that many top global brands look to. He has been recognized for his contribution to design by numerous Red Dot design awards, CES Design and Innovation awards, ID magazine awards, and the Good Design awards. His extensive knowledge of industrial design and branding has landed him in front of many different schools and organizations such as BMW in Germany. Daniel has also expounded his knowledge on up and coming influencers and visionaries as a teacher at the highly acclaimed Art Center College of Design.
His designs for international organizations such as JBL, Harman Kardon, and Seagate have established him as a design leader. With a sensitive understanding of diverse markets and consumer research, Daniel Ashcraft consistently delivers innovative solutions that increase market share and drive sales.
The greatest success is in how our design solutions resonate with the customer, clients, and sales. The results are in the marketplace success. But we have won a few design awards in the process.