Dyson new product launch design.The whole launch, every touchpoint.

The Cinetic Big Ball is the vacuum with no filters to wash or replace. It self-rights, self-adjusts and needs no maintenance. As senior designer in the digital team, I helped position it as Dyson’s most premium vacuum, from the first tease to the targeted display adverts.

Dyson repositioned its upright category for the American market with two machines. The Ball Multifloor 2 is the entry-level machine for first-time buyers, and the Ball Animal 2 is the trade-up for bigger homes that need a deeper clean. Every piece had to make the difference between them clear at a glance.