The ID team was asked to design a new product line of hardware that would control ground breaking DJ software.
This was a transition point for Numark; they were going from a brand that was known for its analog turntables and mixers into the innovative world of digital music technology.
Before design, I started with a user-research study of what the Numark brand means to DJ’s. I looked to them for clues of what the brand could become.
Once we understood the Numark brand within its competitive contexts, we could then distill down the crucial elements that would carry forward into a new language.
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The new Numark Design language explores how materials can accentuate iconic form. The forms visually ‘interlock’ to emphasize build quality and a message of handbuilt craftsmanship.
UX: The team decided early on that every control on screen would correlate to a hardware analog, no searching through menus or confusing multi-functions.