Dragonfly is a sonar fishfinder which has the ability to view photo-like clarity of the world below your boat

Redefining what was expected from a product in an already saturated market

Conventional wisdom dictates that a new product is best positioned in a market with no clear leader and a lack of competition. Raymarine bucked convention with a belief that better design thinking would and could position them as market leader.

The project's scope ran from product design, engineering and build all the way through to POS and product positioning. Our design approach challenged the current cluttered trend with a less is more approach to all aspects of the design.

In the kick off meeting all constraints and expectations were understood and challenged. We pushed the boundaries of what was possible, bringing new ideas and thinking into the segment. Playing with gloss, matt & textured details and surface treatments, we focused the aesthetic around a simple, hi-tech robust look. Helping the product to stand out on shelf and highlight the competition's general complexity and out dated form.

The innovation wasn't just aesthetic. Working closely with the internal technical team we built on workshop insights to introduce key functional details. The small bracket footprint and quick release catch quickly became key differentiators within the marketplace and helped to position the product as innovative and feature rich.

Raymarine

  • Concept Generation

    Detail Design

    3D CAD

    Artwork

    CMF

    Design Guardian

www.raymarine.co.uk

The CWD team always bring refreshing ideas into the design of Raymarine's marine products, through their use of focused research they ensure a practical but attractive solution to boating electronics.

CHRIS JONES - PRODUCT DIRECTOR RAYMARINE, UK LIMITED

CWD Industrial Design Studio
21 Bonny Street
Camden, London
NW1 9PE, UK