DEI Holdings, parent company of the Polk Audio, Definitive Technology and Viper brands, has created a Global Design Center that will support development of products in those and other of the company’s labels. It is to be based at DEI’s Vista, Calif., headquarters and led by Michael DiTullo, who has been hired as chief design officer. DiTullo was most recently creative director at frog design, where he orchestrated projects for Google, P&G and Motorola.
“We recognized that design has become increasingly important not only in CE but in consumer products, more broadly,” Kevin Duffy, DEI president, told CustomRetailer. “We’re really fortunate to find somebody of the caliber of Michael. Our goal is to take the 30-years-plus experience with the brands we have, and the acoustic performance and technical capabilities for which we are known, and make sure we continue to evolve and accelerate aesthetic design based on insights we get through research.”
Duffy said that beyond product design, the Center will also be involved in helping to shape website design, brand strategy and the user interface experience. “It will be integral to all those pieces working closely together,” he added. “We’re making a big investment in this,” he explained, saying the expenditure also extended to the addition of staff and to funding more consumer research.