The Challenge:
To deliver to consumers, a small compact laser level product with contractor functionality, at
a low price point.

Accomplishments:
• designed a product that is 3-4 times less expensive than nearest competitor
• our design enabled Black & Decker to secure innovative IP
• met tight timeline and expanded our client's position in a new product category
• suggested and developed stable laser line system instead of using spinning dots
• introduced a removable laser head capable of hanging from an adjustable strap
• developed a mechanism that magnetically damps laser line motion in two axis'
• developed plastic tripod legs that act as a carry/storage case when in their closed state
• IDSA / Business Week BRONZE IDEA 04' Award
• National Post / Design Exchange Bronze Award

Responsibilities: Patent "design-around " exploration, developed new technology and secured new IP, industrial design based on initial B&D concept, laser tuning details, mechanical design, prototyping and validation, 3D CAD capture for internal and external components.