Rotork

Designing a cost effective version of an market leading industrial product to sit seamlessly in the brand heirarchy

the brief

Rotork is a world leading provider of critical flow control solutions. Their flagship IQ3 PRO features a strong industrial design language that Rotork wished to incorporate on their cost-effective IQ2 product. The brief was to identify the salient points of the brand language and redesign the IQ2 to communicate Rotork quality at a different price point, this creating the new IQ3 PERFORM.

the design

We started with the aim of creating an accurate, fully traceable test rig. A number of experiments and quick and dirty test rigs, led to the ‘Witch’s Hat’. Based on the principle of stability with 3 points of contact we worked backwards to create a reliable measurement device with load cells. Positioning an awkward shape like a bicycle accurately and repeatably was an important consideration. A custom calibration system and proprietary software means Whyte get the data they need to speed up their R&D and optimise their designs.

“What struck me about Lamb industries is that they took the time to really understand what we were trying to achieve. They were then meticulous in devising a solution. It’s had a profound affect on the way we verify our design principles”

Ed Culley - CEO Whyte Bikes

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