Selected Work | DEFI Design

SELECTED WORK / BUSINESS VALUE

See what changes when strategy and design stay connected.

Selected projects from DEFI and our team’s prior roles span physical products, brand extensions, digital experiences, and business systems. Each case connects a clear opportunity with the decisions that shaped the work—and the outcome.

Proof across products, experiences, and systems.

The outcomes range from sales and market growth to sustainable production, public engagement, and a functional digital MVP. Each case connects the result to the decisions that made it possible.

$62M

First-year sales from Disney’s Bounce Around Tigger.

$14M

Combined first-year sales from Barbie and Hot Wheels stationery.

40K+

Students reached annually through STEM Education Works.

Choose the challenge closest to yours.

Each case study traces the work from reframing the opportunity to making the outcome real.

PRODUCT & BRAND EXPERIENCE

Bounce Around Tigger

Challenge · Translate Tigger’s signature bounce into a distinctive play experience.

Contribution · Character positioning · Product experience · Packaging

Result · $62M in first-year sales and the #1-selling interactive plush.

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SUSTAINABLE PRODUCT SYSTEM

Growing Gardener

Challenge · Make indoor growing accessible for children, families, and classrooms.

Contribution · Research · Industrial design · Production strategy · Packaging

Result · A recyclable, flat-pack design that reduces production time and shipping cost.

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BRAND & PUBLIC EXPERIENCE

Nine Irish Brothers Barrel Kart

Challenge · Turn an authentic Irish pub story into a moving public experience.

Contribution · Company engagement · Industrial design · Custom fabrication

Result · A parade-ready electric barrel kart with support from Jameson and Guinness.

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BUSINESS & LEARNING SYSTEMS

Strategic Design in Action

Challenge · Find new value in dated inventory and an underserved STEM education market.

Contribution · Channel strategy · Venture creation · Curriculum · Partnerships

Result · About $1M in annual Amazon sales; 100+ studios reaching 40K+ students each year.

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DIGITAL PRODUCT & PLAY THERAPY

Eklectus

Challenge · Bring therapist-guided play into remote sessions with children and teens.

Contribution · Research · Product strategy · Game design · Functional prototyping

Result · A validated opportunity and functional Unity MVP for evaluation and fundraising.

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BRAND EXTENSION & PRODUCT DESIGN

Barbie & Hot Wheels

Challenge · Extend iconic Mattel brands into stationery with function and collectible appeal.

Contribution · Brand extension strategy · Consumer product design · Assortment planning

Result · $14M in combined first-year sales; Barbie earned Mattel’s Rookie of the Year award.

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What could clearer direction unlock for your team?

DEFI helps teams frame the right opportunity, align business and product decisions, and carry that direction through design, prototyping, and production.

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