Brand Strategy & Design

Industrial design is the soul of modern industrial civilization. It integrates modern technology with art, and technology with economy and culture. Currently, there are over 2000 professional industrial design service companies of certain scale. Over 900 universities offer majors in industrial design and related design disciplines. Over 30 provinces and municipalities have introduced policy measures to boost the industry. It’s been only 30 plus years since China’s industrial design appeared. It has a far cry from the level of the developed world, exemplified by insufficient understanding of the value of design in the wider community, the underestimated value of design innovation, lack of innovation in design, etc. On Mar. 14, 2014, the State Council released ‘Opinions on Facilitating the Integrated Development of Cultural Creative Industry and Design Service with Related Industries’, prioritizing the development of industrial design to give manufacturing new cutting edge. The document also points out that R&D design, brand marketing, industrial chain integration, among other high-end links of manufacturing, are the orientation guiding the transformation of industrial design to high-end comprehensive design service and expansion and upgrading of the service model of industrial design.

As one of the best-established industry centers under DeTao, Brand Strategy Design Center has introduced the parallel running of teaching and project as an effort to foster production-university-research cooperation. The Center has brought together 21 world top design Masters, covering brand design, strategic design, product design, user experience design, etc, including Professor Hartmut Esslinger, who created the Snow White design language of Apple, Professor Timothy Jacob Jensen, who forged the Danish Design Dynasty into what it is today, Professor Florin Pierre Baeriswyl, co-founder of the world-renowned brand dai, and recipients of Raymond Loewy Foundation’s Luck Strike Lifetime Award, Red Dot Best of the Best Award, and iF Design Award. Under the Center, there are Strategic Design and Innovation College, Brand Strategy and Design College, and Visual Communication Design College. Brand Strategy Management and Industrial Design course is headed and taught by Professor Hartmut Esslinger, Professor Florin Baeriswyl, and Professor Michel de Boer. It has also established strategic cooperation with Peking University, Shanghai Institute of Visual Art, and China Industrial Design Association. ‘Designed in China’ is believed to lead the world soon, following ‘Designed in Germany’ and ‘Designed in America’ which were sweeping the world in the 20th century.

  • Hartmut Esslinger

    DeTao Master of Strategic Design

    At the young age of 25, Hartmut founded "frog design" and expanded the company to the United States, building the business into the world's most prominent and successful strategic design agency. Over the last 42 years, Hartmut has worked with some of the most prestigious global companies including Sony, Apple, Louis Vuitton, SAP and Lufthansa. He is a founding professor of the Hochschule fuer Gestaltung (University for Design) in Karlsruhe, Germany and from 2006 to 2011 he served as a professor for convergent industrial design at the University for Applied Arts in Vienna, Austria. Hartmut also received an honorary doctorate in Fine Arts from the Parson School of Design, New York in addition to various lifetime achievement awards around the world. Hartmut was the first designer to bring human-driven, high-touch design to a world of complex hardware and software technology. Business Week - which featured him on the cover in 1990 - named Hartmut ‘the most influential American industrial designer since the 1930s’ and ‘the first Superstar of High-Tech Design’.

  • Timothy Jacob Jensen

    DeTao Master of Industrial Design

    During the last half-century, Jacob Jensen Design has been responsible for some of the world’s most iconic designs. It is Scandinavia’s oldest, most distinguished and most award-winning design consultancy.
    For many people Jacob Jensen is not a person or a studio or a product portfolio. It is an elegant, streamlined form language playing between light and darkness. It is a thought-through entity, which embraces distance, closeness, and touch. A language originally developed by Jacob Jensen and further developed and carried on to new product types by his son Timothy Jacob Jensen.
    Continuing the legacy of his father, Timothy forged the Danish Design Dynasty into what it is today. It is this innovative contribution that places Jacob Jensen Design among the world’s most highly recognized studios today. The company is represented at museums all over the world including 19 products in the collection of The Museum of Modern Art in New York.
    Some even go as far as to call Timothy Jacob Jensen the “King of Design”.
    "In all our designs, our goal is to bring a smile. It can be a smile of satisfaction, joy, delight, surprise, humour, or even that special smile one reserves for a good friend."
    "When you form a relationship with one of our designs you become a friend of our family."
    "Form follows feeling."

  • Mathis Heller

    DeTao Master of Automotive & Industrial Design

    Professor Mathis Heller is a cross-over automotive and product designer. His outstanding talent in the industrial field is recognized internationally. Some of his representative awards are: several Red Dot and iF Design Awards, including the Red Dot Design Award Best of the Best and the iF Design Gold Award and several nominations of Design Awards of Germany, Dutch Design Awards and the Volvo Sports Design Award.
    Currently Mathis Heller is Chief Designer of WeLL Design, one of the top design agencies in Holland. Their clients include Heineken, Procter & Gamble, Unilever, Sara Lee, Thomson, BEKO, Zehnder, etc.
    Before that time Mathis Heller worked in Munich, Germany as an automotive, transportation and product designer for clients including BMW, Ford, Siemens, Siemens Mobile, Bosch Siemens Household Appliance Group, Sedus Stoll AG, Verner Panton and OSRAM.

  • Florin Baeriswyl

    Detao Master of Brand Strategy & Design

    Swiss native Florin Baeriswyl co-founded dai—standing for design and identity—in 1987 in Zurich. Over the next 25 years, he has helped clients as diverse as Nestle, Swissair, USM, Red Bull, and Deutsche Bank clarify their brand and communicate it through design. He believes in “BESIGN”—holistically designing a brand’s touchpoints so consumers can understand and identify with a brand. Recognized with multiple reddot, iF, and Good Design Awards, he integrates design with communication to ensure that the brand is seen, felt, and remembered by consumers.

  • Dirk Wynants

    DeTao Master of Durable Product Design

    Professor Dirk Wynants, DeTao Master of durable furniture and equipment design remains to be one of the world’s leading experts in his field. Forming his own company Extremis in 1994, he began his efficacious career of outdoor furniture design and quickly established a stable position within the industry. The main market for Extremis remains to be international, with Extremis’s products being positively received amongst top furniture stores globally. From the very beginning, Extremis achieved widespread acknowledgement by the modern design industry and went on to win numerous awards, such as the Donuts table, Red Dot Design Award, 2005, Hopper, Red Dot ‘Best of the Best’ for Hopper, Germany 2011 and the Interior Innovation Award for Hopper, IMM Cologne 2011.

  • Carlo Colombo

    DeTao Master of Industrial and Architectural Design

    Prof. Carlo Colombo is considered to be one of the most admired and respected architects of the new generation. Thanks to his international scope he is well-known abroad and serves as an ambassador of Italian design. He started up as a Designer for the furniture Industry working for the likes of Poliform and Varenna. He has been Art Director of exhibitions and cultural events of Italian projects around the world. For 5 years he has served as Art Director of Arflex and Stratex, the Italian leading company in bio architecture and has received awards from all over the world, including designer of the year 2004 in Japan. Not only a lecturer at the University in Italy between 1999 and 2001, he has also held lectures and conferences in China, Australia, Israel, Russia, America, and Japan and all over Europe. Today, his studio works on large scale projects in interior and architecture projects all over the world. His main offices are located in Italy, Switzerland and Singapore.

  • Alberto Villarreal

    DeTao Master of International Industrial Design

    Based in Mexico City, Prof. Alberto Villarreal is an industrial designer with over 10 years of international experience. Characterized by a diverse portfolio of projects, his work helps a variety of industries in creating innovative products including sports equipment, private and public transportation, furniture, toys, consumer electronics, high-tech medical devices and appropriate technology. Some of his previous clients include Adidas, Nike, Hewlett Packard, SanDisk, Pantech, Konica-Minolta, Mercedes-Benz, LeapFrog, and Fila. Nowadays he is one of the young designers with international recognition. He has received some of the most prestigious awards of the industry, including the Red Dot - Best of the Best, Chicago Athenaeum Good Design Award, iF Hannover Product Design Award, and IDSA/Business Week Industrial Design Excellence Award. Passionate about humanitarian work, Alberto is also an active member of Fundacion UNAM. In 2002 he was honored as Honorary Member of the National Association of Research in Didactics, of Spain.

  • Stefan Heiliger

    DeTao Master of Car and Furniture Design

    Prof. Stefan Heiliger, DeTao Master of Car and Furniture Design, is a world renowned authority on Fashionable Furniture Design and Industrial Design. Since 1970s, he had been acting as an automobile designer for Mecedes-Benz for almost 14 years. Since 1980s, Heiliger established his own brand and cooperated with other furniture companies, including Germany top-level furniture Rolf Benz、WK、Interprofil and so on… Now he is the professor of Offenbach University and Designer. Heiliger has achieved numerous awards, such as Good Design Award, Red Dot Design Award, and Interior Innovation Award and so on.

  • Boris Berlin

    DeTao Master of Furniture Design

    Prof. Berlin is an Industrial and Graphic Designer MDD. He was employed by VNIITE, Leningrad in 1976 and worked freelance, designing a wide range of industrial products and graphics. In 1983, he established BORIS BERLIN DESIGN in Denmark. From 1985 to 1987, he worked for Penta Design on a computerized work station for Danish Post and Telegraph.
    In January 2011, Prof. Boris Berlin joined DeTao Masters Academy as a DeTao Furniture Design master.

  • Aaron Marcus

    DeTao Master of User-Experience Design

    Aaron Marcus, President of Aaron Marcus and Associates, Inc., in Berkeley, California, was born in Omaha, Nebraska, in 1943. He received a BA in physics from Princeton in 1965 and a BFA.MFA in graphic design from the Yale School of Art and Architecture in 1968. Marcus is a recognized authority on designing user interfaces, information visualization, and cross-cultural user-experiences for mobile, desktop, home, and vehicle systems. In addition to receiving design awards from I.D., the New York Type Directors Club, Icograda and the Society for Publication Design, he has published 10 books, including Human Factors and Typography for More Readable Programs (1990), The Cross-GUI Handbook for Multiplatform User Interface Design (1994), Mobile TV: Customizing Content and Experience (2009), and The Past 100 Years of the Future: HCI in Science-Fiction Movies and TV (2012).

  • Tanaka Kazuo

    DeTao Master of Industrial Design, Landscape Design & Graphic Design

    Born in Tokyo in 1956, Kazuo Tanaka is the Senior Adviser of GK Design Group Inc., which was founded in 1952 and is the comprehensive freelance design office in Japan. In 1981, Mr. Tanaka graduated from the School of Design of the Faculty of Fine Arts, Tokyo University of the Arts where he majored in industrial design (Master of Arts). In 2005, he was appointed to the Director of Sign and Street Furniture for the EXPO Aichi, Japan project. He has been a juror for: the Good Design Award during 2003-2009, the red dot design Award in 2008, the Braun Prize in 2009, the iF design award China 2009, the 2009china Red Star Design Award,the 2010 Australian International Design Awards, The LotusPrize(2010) , the Red Dot Design award : Design Concept(2010-2011), The Pinup design awards 2011. He has been widening his activities internationally.

  • Guanzhong Liu

    DeTao Master of Industrial Design

    Professor Guanzhong Liu, born in Shanghai, Sept 1943 went on to study at the Department of Architectural Design, Central Academy of Art and Design (Five-year Undergraduate) from 1961 to 1966. From 1974 to 1978, he served as an interior designer at the Beijing Construction Design Institute, mainly responsible for the lighting design of public buildings.
    He has finished the lighting series design for the Chairman Mao Memorial Hall as well as the structural design and implementation of the construction technology. He was named “scholar of governmental special allowances” and honored as “excellent visiting scholar” and honorary professor by the Hong Kong Polytechnic University. In 1998, he was appointed as Ph.D supervisor of Central Academy of Art and Design. In 1999, he was awarded the Silver prize of the ninth National Fine Arts Exhibition for his “Cellphone Conceptual Design”. Then, he was employed as professor and Ph.D supervisor by Tsinghua University after Central Academy of Art and Design was incorporated into Tsinghua University. In 2000, the article “Science of Human Things-----Design Methodology” was included in the book “Must Read for Designers” (SBN 3-89850-018-7) by German HOCHENHEIM publisher. In 2001, “Industrial Design System Textbooks” authored by him won first-class reward of excellent achievements for Beijing higher education, and second-class reward of excellent achievements for higher education of Ministry of Education. In 2004, he was appointed by "IF" agencies: first-rate design review members of the Chinese region. He remains to be an important academic leader, with far-reaching influences in the area of industrial design.

  • Min Wang

    DeTao Master of Branding, Public Space and Visual Communication Design

    Professor Min Wang is one of the pioneers in China’s art design and art education. He once worked as senior art director and design supervisor for Adobe Systems and taught at the Graphic Design Department of the Art School of Yale University from 1989 to 1997.
    He is a key figure in the exchanges between the design community of China and that of the world and once worked as the Vice President of the International Council of Graphic Design Associations (ICOGRADA). At the ICOGRADA Conference held in Copenhagen, Denmark in 2005, Professor Min Wang signed the agreement on hosting the ICOGRADA World Design Congress in Beijing in 2009 on behalf of China with Jacques Lange, President of ICOGRADA.As key organizer of the Congress, he successfully hosted this international design event which has always been of critical importance for China. The Congress – including its 24 professional exhibitions – was attended by 2000 people from 58 countries and regions. The 2009 Beijing World Design Congress has greatly promoted the development of the design in Beijing and China as well as the exchanges with the world in this area.

  • Patrick Gottelier

    DeTao master of Apparel and Product Design

    Prof. Patrick Gottelier was Head of Department of Design at Falmouth University and University College Falmouth. Having studied Industrial Design (Eng) at Central St. Martins, he became a freelance designer working on set design, interior design and retail design before entering the fashion world. In 1978, Patrick teamed up with his partner Jane Gottelier to form the Fashion Knitwear Label “Artwork”. Artwork was an international fashion design brand based in London. Patrick set up new undergraduate courses with Jane in Fashion Design and Performance Sportswear Design at Falmouth in Cornwall in 2007.

  • Jane Gottelier

    DeTao master of Knitwear and Fashion Design

    Prof. Jane Gottelier was Program Leader of Fashion Design, Performance Sportswear Design, Fashion Marketing and Fashion Photography at Falmouth University. Fashion designers, Jane and her long-term partner Patrick Gottelier, pride themselves on doing things differently. In 1978, the duo set up Artwork, a revolutionary label that turned the preconception of what knitwear was on its head. It was their ability to innovate and find a different approach to fashion, which led to the duo being invited to head up Falmouth’s new undergraduate courses in Fashion Design and Performance Sportswear Design. Prof.Jane Gottelier has also given lectures and lessons in many universities and colleges such as Royal College of Art, Fashion and Textile departments: Central St. Martins School of Art, Fashion & Textile departments, etc. Her teaching and works are welcomed by many people from all over the world. In January 2013, Prof. Jane Gottelier joined DeTao Masters Academy as a DeTao Knitting Fashion Design master.

  • Michel de Boer

    DeTao Master of Branding, Public Space and Visual Communication Design

    Michel de Boer is the starter of his own independent design consultancy MdB Associates. Having rich experience in Branding, Corporate- and Graphic Design for more than 30 years, Michel de Boer worked for many clients around the world on projects that require international implementation in the commercial sector and the public sector. He has won many international awards. Amongst them two prestigious D&AD Golden Awards and six Silver Awards. These annual awards are highly respected, and regarded as a major event in the world of design and advertising. Recently he has being voted by D&AD as one of the ten most awarded designers ever. His portfolio includes prestigious projects such as for Apple, Allianz, AmorePacific, Buick, Danish Post, Nike, Shell, TNT, City of Hong Kong and the national government in the Netherlands and South Korea. He has taken part in many international design conferences and is frequently asked to take part as a jury member in international design competitions. Michel is a member of the professional organisations, Designers and Art Directors Association United Kingdom (D&AD) and Alliance Graphique International (AGI). In December 2012, Michel de Boer joined DeTao Masters Academy as a DeTao Master of Design.

  • Carlo Forcolini

    DeTao Master of Visual Art Design

    Professor Carlo Forcolini is Vice Chairman of the IED Spa Group's holding. He has designed furnishings, lamps and objects for Alias, Amar Collezioni, Artemide, BBB Bonacina, Cassina, De Padova, Furniture LABO, Futura, Gervasoni, Interni Luce, Joint, Luceplan, Lucitalia, Oggetti Latini, Oy Light, Nemo, Pomellato, Valenti. For Pomellato, he also designed shops in Barcelona, Madrid, Antwerp, Taipei, Lisbon, Montecarlo, Singapore, Marbella, Cannes and Moscow. His designs number among the collections in the Cooper Hewitt Museum in New York, the Museum of Decorative Arts in Paris and the Historical Collection of Italian design at the Milan Triennale. Forcolini has conducted seminars in various schools and universities, including the prestigious Graham Foundation in Chicago. Since 1999, he has been co-ordinating the Forcolini.Lab, a creative workshop operating in the various different fields of visual communications and product design. From 2001 to 2007, he was elected National President of ADI (Industrial Design Association), the most important historic Italian Design Association. Since March 2009 he is on the Board of IED, European Institute of Design, with responsibility for research and innovation. In January 2013, Prof. Carlo Forcolini joined DeTao Masters Academy as a DeTao Visual Art Design master.

  • Ron Nabarro

    DeTao Master of Industrial Design and Design Management Education

    Industrial designer, entrepreneur, researcher and educator. Co-founder and president of Senior-Touch ltd, is the winner of the World Technology Network award 2009 in design. The Awards are given to individuals and corporations achieving significant, lasting progress in categories pertaining to science, technology, the arts, and design. Besides, he is a jury member for many international design competitions like Red dot Germany, Red dot concept Singapore, India financial times design award. As a practicing designer since 1970, he designed more than 700 products mainly in the field of advanced technologies. Principle areas of research and interest are design for older people, design management and design education. Nabarro is the recipient of 24 Design awards and his design work has been exhibited in design exhibitions around the world. He has appeared in many print publications over the years, and speaks regularly to a wide variety of audiences and has consulted to a wide variety of organizations. In December 2012, Prof. Ron Nabarro joined DeTao Masters Academy as a DeTao Industrial Design Education master.

  • Makoto Watanabe

    DeTao Master of Industrial Design Education

    Prof. Makoto Watanabe received his Doctor of Engineering (D.Eng) from Chiba University, Japan. Currently he is a professor of Design Management at Chiba University, Graduate School of Engineering. He is a former designer at Seiko, Japan. His major field of interest and publication are mainly on Industrial Design, Design Management and Design Expert System. He is also a member of Japan Society for the Science of Design.

  • Soon-In Lee

    DeTao Master of Industrial Design and Management

    Prof. Soon-In Lee currently holds the position of Professor of Industrial Design in Graduate School of Industrial Arts and Professor in charge of Design Management in International Design School for Advanced Studies at Hong-Ik University, Korea where he was Dean of International Design School for Advanced Studies and Now President of Seoul Design Center. And he is Chairman of National 3D Printing Forum.
    Prof. Soon-In Lee has acted as President of International Council of Societies of Industrial Design (Icsid) during 2011 to 2013, Chair of the Korea Design & Brand Management Society until 2011 and Executive General Manager at Korea Institute of Design Promotion (KIDP) from 1997 to 2004.
    Prof. Soon-In Lee is the General Director of the Gwangju Design Biennale (2006-2007). And he was in charge of numerous World Design Capital Seoul 2010 projects (2008) and exhibition research of Seoul Pavilion, Shanghai World Expo (2008-2010).
    Besides, Prof. Soon-In Lee served as Director of the LG Electronics Corporate Design Center in Seoul and President of the LG Europe Design Center in Dublin.