The Rotilt ergonomic handle was invented by practising dentist Glen Heavoner and designed by ID8 Design Associates. Heavoner believes that the tooth-brushing action with a conventional toothbrush forces the wrist to function at an awkward angle. His invention uses new geometry and is the result of reverse engineering existing hand-made models. The concept was developed and manipulated in 3D on computer so that the prototypes could be produced for CNC machining. The Rotilt handle improves the wrist position and because of its universal design can also be applied to trowels, case handles, telephone receivers, paintbrushes and buggy handles. The handle has been licensed by Mothercare and will be applied to all pushchairs above £50 in the near future.
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The global advertising group, which owns the likes of Superunion, Ogilvy and AKQA, has a new identity that aims to reflect how the company is “changing”, as it looks to