In this episode of Pebble Presents, I chat with Kenneth Young, award-winning Industrial Designer and founder of Now Studio, about industrial design: what it is, why it matters, and what it looks like to build an independent design practice around it. Now Studio has been thriving at a time when many studios are struggling. In today’s conversation, Ken unpacks for us exactly why he thinks that is, and what it tells us about where creative work - specifically industrial design - is heading. 

In today’s episode, we discuss Ken’s journey into industrial design, what industrial design actually is, and where it fits into the product creation process, how Now Studio operates differently, and why clients are rewarding their approach right now. We also talk AI and commoditization and how these things are changing the field of industrial design, and where human craft and judgment can’t be replicated. 

If you want to improve the outcomes in your industrial design partnerships, this episode is for you! 

Emelia Rallapalli is the founder of Pebble – a brand strategy and marketing research consultancy. With decades of experience in global brand planning, strategy, and research, Pebble has helped shape businesses of all kinds, from ambitious start-ups to global Fortune 100 companies. 

Kenneth Young is an award-winning industrial designer and founder of Now Studio in San Francisco. With a diverse background in product development, he has helped bring dozens of successful products to market across multiple industries worldwide. Guided by a passion for purposeful design, Kenneth focuses on creating meaningful experiences that connect consumers with mission-driven brands.

Welcome to Pebble Presents.

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Thanks for listening and joining the conversation!

References

• Now Studio website: https://www.now-studio.com
• Kenneth Young on LinkedIn: https://www.linkedin.com/company/now-studio-sf
• Find Pebble Presents on YouTube

Show Notes 

0:27 - Emelia introduces Kenneth Young, NOW Studio, and what this episode covers

2:12 - Kenneth's path into industrial design, from New Zealand to San Francisco

6:39 - How design culture varies by geography — and what's distinctive about the Bay Area

8:15 - The personal and family influences behind how Kenneth approaches his work

9:51 - What led Kenneth to start NOW Studio

12:28 - What industrial design actually is — beyond the functional definition

14:21 - How industrial design differs from product design, and where it fits in the product development process

21:16 - What NOW Studio does differently — and why it's attracting clients in a difficult market

31:20 - Where commoditization is reshaping industrial design — and where it isn't

34:20 - AI's impact on industrial design: where it helps, and where it falls flat

37:07 - Kenneth's advice for people entering the field

42:20 - What to look for when hiring an industrial design studio

47:42 - Lightning round

51:51 - Emelia wraps up the episode

Episode Credits

Executive Produced & Hosted by Emelia Rallapalli

Produced by Stephanie Watanabe 

Edited and Post Produced by Erin Zimmerman

Artwork and design by Liisa Turan-Walters