Defining the Look of a Legend:
Translating heritage durability into a Visual Brand Language.
Visual Brand Language
Ergonomics & Human Factors
Design for Manufacturing (DFM)
UglyStik is a heritage brand synonymous with durability—legendary for being "too tough to break." As a Senior Industrial Designer on the program, I was tasked with defining a visual language that would translate this legacy into a new line of fishing tools. My role focused on establishing the aesthetic direction: creating a "Rugged Modern" dialect that honors the brand’s utilitarian roots while introducing a contemporary, ergonomic sophistication. The resulting design language was selected by the client as the foundational direction for the entire product family.
The ideation phase prioritized a dual purpose: creating an object equally at home on the living room floor or an executive desk. I distilled the automotive form down to its essence, balancing durability for play with a sophisticated, timeless silhouette.
Once the visual direction was established, I transitioned into a supporting technical role, working alongside the design and engineering teams to safeguard the design intent through production. My focus was on DFM refinement—specifically optimizing the over-mold part lines and grip textures to ensure that the rugged aesthetic remained manufacturable without compromising the tool's structural integrity or ergonomic performance.
The exploded view reveals the structural integrity behind the brand language. We engineered aggressive
mechanical interlocks between the rigid polypropylene core and the TPE overmold.
This dual-material architecture ensures a permanent bond that prevents delamination even under
heavy torque or saltwater exposure—delivering a "solid-state" feel that reinforces the user's trust in the tool.
The final tool line stands as a testament to the power of strong visual strategy. By defining a clear, executable design language early in the process, we delivered a product family that feels instantly recognizable on the shelf. The tools are not just functional implements; they are unmistakable extensions of the UglyStik brand.
