Designing the voice.
Industry
Jewerly
Role
Industrial Design
Year
2017-2018
Totem
Totem is a company that materializes people's emotions through soundwaves of the voice in unique pieces of jewelry. Totem was born to connect people with what matters and excites them. Whether it's people, pets, hobbies, or songs. You can always carry it with you thanks to Totem.
The challenge
As an industrial designer, I worked on the redesign and creation of the totem's new product line. The main challenge of the project was the creation of such exclusive pieces where each one is different from the other. No two are alike, which meant that the manufacturing process was handcrafted and detailed.
The beginning of my adventure at totem.
In 2017, Totem aimed to revamp its product line and create new ways to bring sound to new unique physical products. At this point, the founders of the company, Javier Pérez, and Javier Jiménez, presented the project to me and I accepted the challenge to join the team as an Industrial Designer. This was the beginning of a beautiful adventure working at totem.
Once in the team, my work was focused on research, conceptualization, development, and management of the products. Everything revolved around taking the products to the next level.
It was a process of several months to understand where the company wanted to position itself, more costume jewelry pieces, or towards high-quality jewelry pieces.
Designing the voice.
Enjoying the design process made the creation of each Totem, each voice, each material, and each new manufacturing process even more rewarding and motivating. It wasn't just about shaping a physical object.
During that period of time, numerous ideas were developed about what the voice could be. The only premise was to maintain the essence of belonging and bonding with people.
Each totem represents a unique memory, something that will never be repeated.
The results after the launch.
After the launch, Totem experienced a growth in sales, opening in new countries in Europe and America. The variety of new formats, combined with the higher quality in the finishing of each piece, made possible an incredible brand recognition among the public between 18 and 35 years old.
+35K
Totems sold
+ € 1,2m
revenue in 2018
+30
countries
+100K
followers in RRSS
