Redesigning for the PHILIPS Brand

One of my early assignments at Jasco was to redesign this GE Attic/Outdoor antenna for the PHILIPS brand. Through discussing the current design with the product manager at Jasco, I came up with 3 main areas of focus for the redesign.

DISTINCT AND APPEALING DESIGN

It was important for the PHILIPS version of the antenna be visually distinct from the GE version, as well as more appealing visually. They wanted a less utilitarian design for PHILIPS branded products.

EASE OF ASSEMBLY

The GE antenna requires the user to assemble 47 separate pieces. Cutting down on this number while still being able to efficiently fit the antenna into a box was a high priority to the product manager.

REUSE COMPONENTS

I was allowed to redesign the plastic parts and make slight modifications to some of the metal components, but most of the functional components needed to stay the same.

GE Attic/Outdoor Antenna
Significant Assembly Required

I noticed early on that a frame like design could potentially solve all the major issues with the current design.

VISUALLY DISTINCT

It’s significantly different from the current design while keeping the same functional form factor.

SIMPLIFIED ASSEMBLY

Holding the top and bottom reflector rods by the frame allows what was once 36 parts to become 2 pre-assembled parts, cutting the total part count down from 47 to 11.

IMPROVED PROFILE

The frame design gives a more appealing profile by visually containing the reflector rods.

Development

I presented these three concepts to the product manager.

Concept C was chosen for further refinement.

Finalization

I refined the geometry and added details to the rough model I had made for the product manager’s approval.

The final 3D model of this design was sent to a factory in China, so it could be adjusted as needed, and prepared for manufacture.