Product like the ones I have designed for RYOBI must have consistent messaging. The Form Language not only sets the tool apart from the competition, but also helps to inform the User to what level of product are they purchasing.

Cost dictates so many factors when designing any product. Tool design allows me to focus on make the absolutely best performing product on the market, for buck I am given. Creative cost cutting never should interfere with the way the tool performs at the end of the day.

RYOBI is a universal platform for all levels of users. It does not mater if you are Woman, Man, Pro, or just the DIY User…the tools I design need to fit each and every use case.