Coley Porter Bell is taking its first steps into product design, with the appointment of former The Fourth Room principal and ex-Ideo engineer Nick Dormon as director of product development.
Dormon will also add a technology dimension to CPB, best known for its brand identity work. Further recruitment of specialist staff is expected.
The Fourth Room, while not looking to replace Dormon, says it hopes to make a number of senior appointments in future months.
Dormon believes there is a massive potential to develop brand values in the technology sector, as well as extend multimedia developments to fmcg brands.
“Rather than design packaging, I want to design customer experiences. Picking up and disposing of fmcg products is as much a part of brand communication as the packaging,” he says.
CPB managing director Amanda Connolly says: “The appointment heralds a new direction for Coley Porter Bell. A lot of technology consultancies which are very product-led are now starting to tap into branding.
“Part of Nick’s remit is to recruit the team which will bring this to life.”
Dormon joined The Fourth Room on secondment from global product design specialist Ideo when it acquired a 25 per cent stake in The Fourth Room in September 1998. The group recently launched Arcadia’s e-commerce website Zoom.