Spanning the Design Spectrum: From the Technical to the Aesthetic

Alix Toothman alix.toothman@gmail.com 206.915.8634 www.alixtoothman.com

An Artist with a Passion for Problem-Solving

Background
After years of drawing and painting, I found my passion working in Dartmouths Jewelry Studio - but not only in designing jewelry. What I realized I enjoyed most was the challenge of helping other students create their vision and tailoring my instruction to their abilities. I loved the brainstorming and problem-solving necessary to help a complete novice make everything from a sapphire pendant to a simple silver band ring. And that love of problem-solving spurred an interest in strategy and product design...

illy/Coca-Cola RTD Espresso Beverage

Another Anomaly, New York, NY

Description of Work
Objective: Identify and prioritize outlet opportunities to maximize potential brand equity and sales volume of new RTD beverage. Insight: By targeting influencers at non-traditional outlets for the initial launch, we could build brand equity, leading to higher sales volume down the line. Solution: In addition to background research to identify major hot spots, we canvassed neighborhoods, block by block, uncovering bars, restaurants, boutiques, and salons which adhered to influencer preferences: high-quality, authentic, original, and chic. We also gathered information about existing Coke/illy vendors, competing RTD products, and the potential brand equity of a location through interviews and pictures.

J. Maskrey: Jewelry and Textile Design

J. Maskrey, Paris, France

3 1

Description of Work
Objective: Restablish the J. Maskrey brand through strategic product placements, new collaborations, and a bold new line. Insight: Partnering with celebrities and legendary design houses will create publicity for J. Maskreys independent line. Solutions: 1. Designed and fabricated skin jewelry butterflies for photo shoot with R&B singer Kelis. 2. Drew skin jewelry and textile designs based on psychedlic flower theme. Numerous pieces sent out for production. 3. Led collaboration proposal of scented skin jewelry chiffon flowers to Christian Dior for relaunch of Poison line of perfumes. 4. Assisted in design and fabrication of limited edition compact for SKII Cosmetics.

Microsoft Mode Swap Mouse

Synapse Product Development, Seattle, WA

Description of Work
Objective: Create a seamless transition between on-desk and presentation mouse functioning and redesign presentation navigation. Insight: A majority of users hit on-desk buttons when picking the mouse up off the desk to use as a presentation device, often advancing slides. However, certain situations necessitate the continued use of on-desk buttons when mouse is in the air and must be accomodated in the state diagram. Solution: Using a combination of the mouses existing laser and new acclerometers, the mouse could differentiate between situations such as clutching (holding down a button while lifting the mouse, often to drag something across the screen) and an actual switch to off-desk functionality through cosideration of measurements such as tilt, distance from surface, and elapsed time.

Independent Product Design: Double Poling Machine

Description of Work
Objective: Invent a new type of exercise or sporting equipment. Insight: With help from the Nordic skier in our group, we realized that there was no machine designed to increase the double poling strength of Nordic skiers while also allowing them to practice the proper motion. Solution: We used two flywheels to create resistance for two rotating rubber treads which were propelled by a user engaging in traditional double poling motion with real poles.

Independent Product Design: The Invisible Belt

Loosest button hole

Description of Work
Objective: Find a problem affecting peoples daily lives. Insight: 97% of over 40 women surveyed said their jeans sagged occasionally, embarrassingly exposing underwear (or more). However, 75% preferred not to wear a belt, even if it prevented sagging. Solution: Sew an extra layer of fabric around the inside of the waistband and insert a belt of elastic and grosgrain ribbon into the new space. This belt could then be adjusted by using different button holes on the elastic belt with a button on each side of the zipper.

Independent Product Design: The Pocket Tripod

Description of Work
Objective: Improve a device manipulated by humans. Insight: Tripods are extremely bulky and cumbersome, especially compared to small digital cameras, and yet it is extremely difficult to take sharp pictures in low light without them. Solution: Designed telescoping, locking legs (detail third from left shows interior threading) that were strong enough to support a camera but small enough to fit into a box with the same dimensions as a digital camera. Pocket Tripod attached to the camera via a small screw (not pictured). Legs also swiveled (detail second from left) to allow maximum stability.