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Efficiency on Highest LevelSany
Telehandler 1440
By shaping the entire machines and co-developing the operators feel-good workplace, we support SANY breaking out into Europe. Bolstering the brand for awareness and recognition is key when approaching new markets. exterior & interior
serial production
industrial design
design strategy
brand development
close
Efficiency on Highest LevelSany
Mining Excavator
By shaping the entire machines and co-developing the operators feel-good workplace, we support SANY breaking out into Europe. Bolstering the brand for awareness and recognition is key when approaching new markets. exterior & interior
serial production
industrial design
design strategy
brand development
close
Efficiency on Highest LevelSany
Street Roller STR27
By shaping the entire machines and co-developing the operators feel-good workplace, we support SANY breaking out into Europe. Bolstering the brand for awareness and recognition is key when approaching new markets. exterior & interior
serial production
industrial design
design strategy
brand development
close
Quality in style for the hard work – 24/7HANSA
APZ 1003 XL
With a strong focus on the business objectives and our user centric approach, we created the brand’s future face with the renewal of this bold and strong working animal. Best usability and visibility go hand in hand with a strong brand identity and recognition of a machine that provides high modularity. exterior & interior
serial production
industrial design
brand development
close
close
close
Quality in style for the hard work – 24/7HANSA
APZ 1003 XL
With a strong focus on the business objectives and our user centric approach, we created the brand’s future face with the renewal of this bold and strong working animal. Best usability and visibility go hand in hand with a strong brand identity and recognition of a machine that provides high modularity. exterior & interior
serial production
industrial design
brand development
close
close
close
close
Quality in style for the hard work – 24/7HANSA
APZ 1003 XL
With a strong focus on the business objectives and our user centric approach, we created the brand’s future face with the renewal of this bold and strong working animal. Best usability and visibility go hand in hand with a strong brand identity and recognition of a machine that provides high modularity. exterior & interior
serial production
industrial design
brand development
close
Efficiency on Highest LevelSany
Telehandler 1440
By shaping the entire machines and co-developing the operators feel-good workplace, we support SANY breaking out into Europe. Bolstering the brand for awareness and recognition is key when approaching new markets. exterior & interior
serial production
industrial design
design strategy
brand development
close
ONE TOUGH ANIMALBobcat
CWL L65 and L85
„one tough animal“, the brand language for the new product range: Powerful, agile, robust. The interior with strong branding elements connects with the exterior and gives the bold Bobcat-like feeling. At the same time easy removable covers allow quick and comfortable access for service and maintenance. exterior & interior
serial production
industrial design
design strategy
brand development
close
ONE TOUGH ANIMALBobcat
BHL R-Series
The strong chiselled but floating style represents the brand values of power, agility and robustness. Automotive style surfacing shows respect to the operator by providing a heavy duty machine in a bodywork modeled with love. The workplace is also thoughtfully designed and convinces with intelligent details. exterior & interior
serial production
industrial design
design strategy
brand development
close
Form gives FunctionBobcat
Telehandler Stage V
In line with other machines in the product portfolio, the design of the engine hood characterizes the brand's new design language. The well thought-out design significantly improves visibility for the driver. It also optimizes the air flow for engine cooling and is not a millimeter wider than technically necessary. engine hood
serial production
industrial design
design strategy
brand development
 

The Thinking

Transforming for change

Each task is unique. Being enthusiastic about creating solutions we take the role of problem ownership, always searching for the challenge behind the problem to find the hidden needs – yours and your client’s. Based on your objectives, we mutually create the design briefing and launch our transdisciplinary agile process. 

 

You need change? ­­
– That’s our business!


Success through agility

Design thinking also means constantly expanding know-how and dynamically incorporating it into the process as well as the definition of objectives - this is how we create surprisingly consistent products with enormous innovative power!

 

Research & Exploration | Design Consulting | Design Strategy | Innovation Consulting | Brand Consulting | Visual Brand Identity | Portfolio Strategy



 

 

 

 

The Doing

Iterating with strong tools

From ballpoint-pen to class-A surface modeling, ­­we have the tools to bring your idea successfully to market realization. That is how we approach design – with a project and client specific fit-for-purpose process. By ­continually listening, testing and iterating we allow "flawed success and ­efficient failure",  helping reduce risks and costs.

 

Your business sets the goal
– the user points the way.

From theory to the real thing

Creativity is the empathy to create experiences with products that people desire – this is how we are build value.
The aesthetics of a product only pay off if it can be manufactured. We see form and function as mutually dependent elements to achieve sustainable added value.

 

 

 

Usability | User Ergonomy | Product Design & Development | Modeling | Class A Surfacing | Technical Design Support | Visual Rendering

 

 

 

 

The Experience

Empowering the new

We design for all touch points in the context of business viability, human factors and sociological responsibility to craft successful innovations that serve business, people and humanity. Design governs the balance between change and continuity, empowering the new with a focus on human emotion and perception.

True innovation is realized to market.
Successful innovation is also accepted by people.


Your brand is a story – tell it!

We are storytellers. Everyone knows: A picture is worth a thousand words. Brand building and development should always emerge from the product or service you sell. With our competence in perceptual psychology and its practical implementation, we know how to set the scene effectively and tell your story. 

 

 

 

User Centricity | Business Enhancing | Sociocultural Impact | Value Building

 
 

Clients

 

NEWS

 

News | Würzburg, September 2025

The Art of Design Part 1 & 2

We had a lot to say – and are therefore all the more delighted that the editorial team gave so much space to our comprehensive view of design as a strategic tool for small and medium-sized enterprises.  

 

"Die Kunst im Design, Teil 1 und 2 - wie gerade KMU das volle Potenzial von Industriedesign nutzen konnen" has now also been published in the current print edition of MM MaschinenMarkt – and almost in its entirety!

 

 

For SMEs in particular, design is much more than just a question of appearance. It is an essential discipline that

 

• improves user experience,

• supports change processes,

• and promotes sustainable business success.

 

In small and medium-sized businesses in particular, well-thought-out design management can make a decisive difference – from early problem detection and ergonomic human-machine interfaces to strengthening corporate social responsibility.

Our article shows how companies can integrate design thinking to strengthen their market position in the long term.

We also provide five specific, practical recommendations for action.

 
 
 

News | Munich, July 2025

Matthias Nirschl on EU EcoDesign Guidelines

Illustration of the EU Ecodesign Directive featuring symbols for energy efficiency, recycling, eco-friendly household appliances, and sustainable product design, surrounded by green leaves and an EU document in the center.
We are happy to announce the publication of a new article featuring our Managing Partner Matthias Nirschl, who provides valuable insights into the impact of the EU EcoDesign guidelines on sustainable business practices.

 

The article by Prof. Sarah Dorkenwald, published on Bayern Design, explores how the latest EU regulations are reshaping the role of design in Corporate Social Responsibility (CSR). 

 

Matthias Nirschl highlights how aligning design leadership with CSR enables companies to develop user-centered, eco-friendly solutions that meet both ecological and social objectives while supporting business growth.

Read the article here: https://bayern-design.de/beitrag/oekodesign-richtlinien/

 
 
 

News | Munich, April 2025

Lumod Contributing at SANY Marine Night

Matthias Nirschl and Wanja Steinmaier in front of the Sany Marine Night photo wall
We are excited to reflect on our recent involvement in the SANY Marine Night, held during the esteemed bauma trade fair.

This extraordinary event brought together dealers, partners, and key industry players to share insights and celebrate innovation within the industry. 

 

It was a real pleasure for our team to be present together with respected colleagues and to be able to report on our joint cooperation with SANY. Especially about the very successful Telehandler project. 

 

 

With our presentations, we wanted to highlight the importance of and our commitment to user-centered design. In our approach to industrial design, we place great emphasis on the needs of the user, which is why we always want to put ergonomics first and create a delightful user experience. With this focus, we develop high-performance, safe and user-friendly products that sell better. Through consistency in design, we strengthen the brand and consistently develop it further for a high market presence.

 

We extend our sincere appreciation to Mr. Jeff Fu, Chairman of SANY Marine, and to Mr. Terry Liang, Telehandler GM.

A special thank you goes to Mr. Philip Boddy, who brought the collaboration to this huge success as product manager.

We anticipate exploring how SANY's Marine machines will perform in various environments and how we can continue to contribute to the brand's growth through consistent industrial design.

Foto credits: Philip Boddy. Thanks!





 
 
 

News | Würzburg, March 2025

Die Kunst im Design – wie Unternehmen davon profitieren können

We are pleased to share our recently published article in the "Industry of Things" trade journal:

 

"Die Kunst im Design, Teil 1 – wie Unternehmen davon profitieren können."

(German read)

 

In this piece, we address a common misconception among many small and medium-sized German enterprises—that design is merely an art form. 

 

 

Here are five recommendations for SMEs we offer in tis article:

 

1. Integrate Design Thinking into your processes.
2. Focus on user needs throughout human-centered design.
3. Respect users' physical sensory needs in HMI design.
4. Prioritize sustainability and social responsibility.
5. Use aesthetics strategically to bolster your brand.


By adopting these practices, SMEs can optimize their offerings and create lasting value in a competitive landscape.