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Fenn-Torin Spring Coiler
Winner - Bronze
Designer: Rob Brady - CEO / Design Director
Company / Organization / School: ROBRADY design
Team Members: Matthew Vergin Steve MacFarlane
The Fenn-Torin spring coiler, though still an important machine for producing springs with myriad industrial applications, needed a brand overhaul for its 50-year-old design. After touring the facility, interviewing all stakeholders, and working closely with Fenn-Torin engineers, ROBRADY design developed a plan for revitalizing the spring coiler with a redesign that integrated existing mechanical components and proportions with a refreshed, functional, and cost effective design. New forms, materials, colors and graphic elements combined to reflect the company’s new logo and persona. A trio of black, red, and gray colors announced a vital, rugged and American product. The cleaner look hid hinges and maximized access points while integrated curves softened the previously boxy shape. Minimized and re-engineered polycarbonate safety guards replaced earlier, cumbersome guards that operators often removed. The new guards, with repositioned pivot points, encouraged greater safety without hindering operation. An added tool tray, suggested from stakeholder interviews, increases functionality, ergonomics and efficiency. Working together, these design elements not only put a spring back in the step of a vital industrial machine’s brand identity, they did it at reduced cost.