So You Want to Be a Product Designer—Bernhardt Design

JERY HELLING, President and Creative Director

Chemistry Matters
The obvious thing I look for is something in their work that makes me believe they could do something good for us. Then I start looking at what they’ve done in the past. And then I start getting into some of the human elements. It’s a very close and important partnership. You have to have the right chemistry, on top of raw talent or innate skill.

Do Your Homework!
People come and present us with things that have absolutely nothing to do with who we are as a company. And they present them without acknowledging that. Instead of, “I understand this isn’t what you do, but I want to show you some of the things I’ve done or the way I think,” it’s presented as, “Oh, we have a great product for you!”

Soft Sell
The best way to approach companies? Gently. Not in the middle of trade fairs, when manufacturers are trying to work with their clients. What works best for me is a low-key introduction: “I would love for you to look at my work when you have the opportunity.” The lack of a hard sell is what’s most appealing to me.

Common Pitfalls
The most common mistake is misunderstanding the market that they believe their product addresses. The second mistake is not understanding the company they’re talking to. The third one relates to construction and manufacturing. Almost anything can be rendered now. But when you have to break that down into all the bits and bobs and parts and pieces, and bring it back together as a whole? A beautiful idea often falls apart when it has to be broken down and actually produced.

Best Pitch Ever

The first time Marc Thorpe spoke to me, it was in the middle of one of those busy shows. He had such a nice way about him and was so sincere about wanting to work for us. He knew what we did and had designed products that were exactly the sort of things that would appeal to us. That is one of the few times I’ve ever had someone walk in and we went to work immediately. But he knew the market, had the right products, and had the nicest personal touch, rather than a pitch. And that made all the difference—bringing all those things together. And he’s become a very successful designer.