Joseph Hofer (hoferstudio.com) spent 12 years at BlackBerry designing their most iconic devices, including the Bold series. He now runs his own industrial design studio.

We’ll talk about :

• how his grandfather's woodworking tools shaped his design philosophy 
• why BlackBerry pursued premium positioning 
• the distinction between premium and luxury 
• why he likes anti-trend products,
• why he developed an obsession with one specific Canadian deodorant.

Companies mentioned:

Clicks Communicator - clicksphone.com

Forages - ⁠forages.co

Nala Deodorant - ⁠nalacare.com/⁠josephhofer⁠ (10% off individual Nala Care products)