Visualizing premium performance assets for Vodafone Europe marketing.
Client • Vodafone Europe
Year • 2020
Role • Design Lead
Scope • Product Design, Visual Creation
Duration • 6 Weeks
Executive Summary
Routers are among the most essential devices in modern homes, and among the most neglected, designed to disappear rather than contribute to the living environment. As part of Vodafone's shift toward a premium product portfolio, I owned the visual translation of this positioning, turning a hidden technical necessity into a confident, recognizable presence, whereas the design of the router was developed by the team.
Key Decisions
Rejected typical tech-driven design signals, reframing performance as something felt rather than explained.
Used reduction and spatial integration instead of visible technical detail, so the device reads as calm and confident rather than complex.
Directed 3D modelling, proportion and lighting through iterative development, finalized through KeyShot renders, to achieve a premium, restrained finish.
Outcome
Recognized with the iF Design Award and Red Dot Award for design and visuals, the project shifted the router from a hidden utility to a confident brand touchpoint, establishing a visual benchmark for Vodafone's premium hardware communication.