Comrehensive Consulting 2020-2026
Client
EDC | Sepehr co.
Timeframe
2020 - 2026
Services
Brand Transformation, Product Design,
Project Overview
Five years ago, I joined EDC as Chief Design Officer and Board Consultant with a clear mandate: help transform a traditional, respected company into a modern, world-class player.
The first step was to deeply understand the core problem. Through intensive analysis and stakeholder alignment, we defined the main challenge: the brand and its offerings had become outdated in a rapidly evolving market. Customers still trusted the name, but the visual language, product experience, and overall perception no longer reflected the company’s true potential.
Together with the leadership team, we created a bold 6-year milestone roadmap that would guide every decision — from brand identity to product strategy — ensuring every initiative served a unified long-term vision.
Challenge
We began with a comprehensive brand refresh. The goal was to evolve the visual identity into something more modern, elegant, and premium while preserving the company’s heritage and trustworthiness. The new direction immediately strengthened market positioning and created a cohesive foundation for everything that followed.
Next came product design. I led the creation of a new generation of products that combined refined aesthetics with improved functionality and user experience. The results spoke for themselves: our designs received major international recognition, including:
- LIT Awards
- IDA Awards
- LICC Awards
- Best of the Best – Design Masterprize
These wins validated the new design language and significantly elevated the brand’s global credibility.
Beyond design, my role as consultant involved helping the company develop a much bigger picture of its business. In the final phase, I led product portfolio management, aligning brands, products, and capabilities into a coherent, realistic, and future-ready structure.
What started as a design project evolved into something far deeper — a true mindset transformation. We shifted the organization from a traditional, inwardly focused operation to a modern, strategically driven company with clarity on where it stands today and where it’s heading tomorrow.
The EDC project proved that great design, when paired with strategic thinking, can fundamentally change how a company sees itself and how the world sees it. Five years later, the results are visible not just in awards and refreshed products, but in a company that now thinks, acts, and competes at a world-class level.
Summary
Five years ago, I joined EDC as Chief Design Officer and Board Consultant with a mandate to orchestrate a comprehensive strategic transformation. The engagement began by rigorously diagnosing the core challenge and co-creating a clear six-year milestone roadmap with the board and leadership team. From there, we executed a full-scale evolution: first modernizing the brand’s visual identity to reflect contemporary elegance and premium positioning, then designing a new generation of award-winning products that captured top international honors, including LIT Awards, IDA Awards, LICC, and Best of the Best at the Design Masterprize. In the final phase, I led a strategic product portfolio realignment, harmonizing brands, products, and capabilities into a cohesive, market-focused architecture. What started as a design initiative ultimately delivered a profound organizational mindset shift—elevating EDC from a traditional industry player into a modern, world-class enterprise equipped with a sharp, forward-looking strategy for sustained leadership in today’s competitive landscape.