Director of Design – Incase

At Incase, I led both soft goods and hard-shell product design from concept to market launch. I shaped creative direction, collaborated across international sales and product teams, and built a strategic roadmap informed by consumer insights and global market needs—particularly through user research in Korea and Japan that accelerated multiple successful product launches.

Tracks 25L & 18L Packs

Launched in Japan in April 2024, developed with Asia partners and real-world consumer research. Rapid time to market, expanded into South Korea and Thailand, and initial release sold out by aligning with local user needs.

  • Durable 1680D Cordura® nylon for high performance and longevity

  • Tech/work accessory pockets for organized daily carry

  • Dual water bottle pockets for versatility

  • Travel pass-thru for easy integration with luggage

  • Ergonomic straps and breathable back panel for comfort

 

Crosstown Collection
Created for urban commuters and tech professionals, this line emphasizes refined aesthetics, durable construction, and ergonomic versatility. Designed based on user feedback and real-life usage scenarios.

  • Magnetic flap closures for quick, secure access

  • Padded pockets for device protection

  • Modular loops for customizable organization

  • Integrated bottle carry for practical daily use

  • Understated styling that transitions from day to client meetings seamlessly

 

Edge Hardshell Case
Developed from ideation to production-ready CAD, collaborating closely with manufacturing partners to refine tooling. Delivered durable, low-profile protection with full port access and improved handling.

  • Scratch-resistant matte finish for longevity

  • Top-panel edge form for enhanced grip

  • Maintained device accessibility without compromise

 

Incase Mobile Slim Case
Engineered a minimalistic 2 mm-thick mobile case offering robust (~8 ft) drop protection and MagSafe compatibility without hiding the device’s form.

  • Frosted texture for enhanced grip

  • Dedicated lanyard loop for added utility

 

A.R.C. Collection Expansion
Expanded the A.R.C. line to include duffels, crossbody bags, pouches, and laptop sleeves—designed for modern commuters while championing sustainability.

  • Made from 100% recycled polyester for durability and water resistance

  • Faux-fur-lined tech pockets for soft protection

  • Modular storage and detachable straps for adaptability

  • Elevated usability with sustainable design at its core