Rad Arceta

-Established the internal Industrial Design team at the startup, overseeing internal designers and managing external design partners.
-Instituted a formal Industrial Design Process within the new product development framework.
-Crafted Cubii’s Visual Brand Language, ensuring a welcoming and inviting design aesthetic across all new products.
-Designed innovative health and wellness products tailored for Active Agers, contributing to the product roadmap.
-Led the design process from conception to production, ensuring consistent design intent.

- Directed the Visual Brand Language and design strategy for LifeFitness brands, including Cybex, Hammer Strength, Indoor Cycling
Group, and SciFit.
- Ensured visual consistency and adherence to the Visual Brand Language across multiple product lines.
- Work closely with Engineering, Product Management, Manufacturing, and Biomechanics teams to ensure that the designs exceeds
market needs, cost targets, and production requirements.
- Collaborated with Marketing to align LifeFitness Brand, Brand Guidelines, and Visual Brand Language.
- Managed the design process from concept to production, participating in Biomechanical Usability studies for improved user
experiences.

- Worked to initiate innovative and functional product designs and manage the design projects related to new product development for the Rubbermaid Healthcare brand.
- Led the Industrial Design for Soft-Sided Tool Storage and Driving Hand Tools programs for the IRWIN Tools brand.
- Contributed to the evolution of the Visual Brand Language for IRWIN Tools in collaboration with the team.
- Managed the design process from conception to production, ensuring design intent alignment.
- Engaged in Usability studies to gain consumer insights for compelling user-centric hand tool designs.