About us

Philosophy:

“Products are ideas and expressions. They are meaningful characters in our lives. Principal Design (formerly Y Line Product Design) approaches every project with carefully informed creativity. We use a proven design methodology to capture emergent value and generate new and actionable innovations. We guarantee useful, usable, and desirable solutions.”

With almost two decades of Product Design and Development experience, Principal Design discovers new value and stewards your innovation project from product to platform, and from platform to brand. We are creative professionals that value entrepreneurship and human centered design. We’re a lean and agile team of professionals, capable of scaling to support your new product and platform initiatives with unmatched creativity and attention to detail.

Design Planning:

Discovering new and actionable opportunities for your market or product launch, we work with agility to gather the best research to inform our efforts. Reducing risk, creating value, and maintain project scope and timing.

Design Thinking:

Balancing exploration with execution we employ a proven five-step design process to discover opportunities and define action. We create smart solutions that reduce risk, increase value, and establish marketplace advantage.

Design Doing:

With world-class tools, techniques, and talent, Principal Design offers professional Product and Industrial Design Consulting Services. From Concept Sketching to Prototyping, full- service or á la carte, we provide the material for success.