A Day Decades in the Making
Friday, April 14, 2017 8:00 AM
For the past 20 years I have been designing innovative and iconic product and brand experiences for some of the most well known companies in the world. I’ve done this a number of different ways. In 1994 I enrolled in the Rhode Island Schoolof Design, and spent time studying in a cooperative exchange program with the Domus Academy in Milan, Italy, and the Cleveland Institute of Art. While studying I did projects for Chrysler, Nike, and Nissan. After graduating I joined the team at Evo Design working with a broad range of clients including Chantal, Becton Dickinson, Hasbro, and with Nike’s advanced design group called Explorer. In 2003 I moved to Nike full time. My first role there was as a footwear designer in their Sportswear group, focusing on high end women’s footwear for Europe and Asia. Next I moved to the Jordan Brand, where I worked directly with athletes including Carmelo Anthony, Dwayne Wade, Derek Jeter, the Chinese Olympic Boxing Team, and even Michael Jordan himself, to create the most technically advanced gear to meet their exacting demands. My last role at Nike Inc was as design director at Converse, a newly purchased brand on the rise. While at Converse I worked on product in a wide band of price-points for retailers as diverse as Target and Barneys NY. After over 7 years in house at a corporation, I wanted to take what I learned back to the consulting world. I excepted an offer to be Creative Director of the legendary frog design’s SanFrancisco studio. There I worked on design strategy, design language systems, digital and physical ecosystem design, and industrial design for Google, Sephora, Qoros, Honda, Polk Audio, Harman Kardon, Motorola, Brooks, and Shortel. One of our larger clients, the parent company to Polk Audio, brought me in house to build a full service design and innovation agency. As Chief Design Officer of what I helped rename as Sound United, I built a multi-disciplinary team that handled innovation strategy, product road-mapping, brand definition, strategic brand positioning, design language systems, ethnographic research, industrial design, packaging, retail experiences, mobile apps, print and digital ad campaigns, and web experiences. We did this work across the Polk, Definitive Technology, and BOOM brands, and later the Denon and Marantz brands. We also designed the corporate headquarters in that time.
Underlying these two decades of work I maintained a singular dream; to build a small design atelier that could take on the most difficult and interesting projects for discerning clients who wanted to make a mark on their industry and culture at large. In 2003 I began writing for the popular blog and design resource core77.com to develop my voice and point of view. I began lecturing at conferences and univerisities and writing editorial articles on the value,effects, and process behind successful design. A select group of clients began to approach me to do interesting projects thst included Icon 4x4, Brooklyn Workshop, and Acel Robotics.
Today, April 14 2017, I’ve decided to make thedream a reality and open Michael DiTullo LLC. Based just North of San Diego, California, a block from the Pacific Ocean, my team and I are already working with several brands who want to break the mold in their categories. If you want to push the boundaries, if you want to explore what is possible, if you want to make a mark, contact us. I’d love to help you.
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