Like a golden thread, creative innovative and consistent design ties together all the stages of product conceptualisation and realisation. Good design is a valuable marketing tool, improving the image of a company in the long term by increasing customers’ trust, loyalty and satisfaction with a brand. Yet, good design is more than just attractiveness. It also performs, converts, astonishes, and fulfills its purpose. The German design firm ‘Projekt Industrial Design’ helps their clients to transcend this philosophy through coherent design build into all of their products.