Jordan Diatlo is the founder of Leadoff Studio, an award-winning Industrial Design and Product Development firm based in NYC. Leadoff Studio specializes in creating innovative physical products and branding solutions, especially in the health and wellness categories. The studio takes a user-centric approach to design for clients like Nike, Lululemon, Ro, Dame Products, and Eight Sleep. With a career spanning over 15 years and several patents to his name, Jordan aims to lead the charge along with his team, and develop products that lead to positive outcomes for all.
How do you stay relevant in an industry that changes so quickly?
Consistency and longevity are key. Thinking about how a brand identity will hold up over time and evolve with the business is at the core of our design thinking at Leadoff Studio, on the industrial design side, too. If we’re working with a client on both brand identity and product design, the lead time on the product release can range anywhere from six months to two years. So, we have to make sure the logo, typography, and all other graphic elements have legs and are timeless.
What trend do you think the industry is overvaluing – and one it’s overlooking?
I think the industry is overvaluing virality and is putting too much emphasis on the scroll economy. While you want your brand to reflect your customer base and keep them interested, you don’t want to lose sight of your brand’s story and loyalty. Also, the “millenial minimalism” trend, where brands are opting for clean lines and more simplistic san-serif typefaces. Some fashion and automotive brands jumped on the bandwagon of making their logo more minimalist. It worked for some, but for others it fell flat — and in the process, they lost the charm and history of their brand. An example of a company that got it right the first time and hasn’t changed their identity since is Nike. The swoosh is forever. It is legendary. Why fix something that’s not broken?
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