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Portfolio 2012-13 Antton Peña
Portfolio 2012-13
Antton Peña
Who am I?
Antton Peña by name and born in the Basque Country, I am young car designer that studied a degree in Industrial Design Engineering. Creative and perfectionist, I try to put attention on small things of each project. Even if my background was directing me to the product design industry, I tried to challen-ge my self working in a new industry, the automotive.
Mountaineer at free time, I enjoy breathing fresh air outdoors, practicing action sports to explore the nature. Canyoning, climbing, caving and trekking are the ones I usually practice.
I love bringing this active spirit to work. I believe that having a dynamic attitude in the office, helps to have a better environ-ment to create new ideas, to have different points of view, and in consequence develop a better work, specially in the design industry.
Description MissionI believe that nowadays, there is not an isolated design field. Design needs to help people, needs to help the industries. That is why I think that design become more powerful when different fields are combined.
Every product needs the support of a good service, a usable web page and an attention catching brand identity. At the beginning of my career I grew as designer focusing on the product, but as my contact with other fields became bigger, I realized of the importan-ce of the connection between different knowledges.
Because of this vision, I want to improve my interdisciplinary com-petency to guide processes where different professionals are part of. In my opinion is the best way to get a successful result. My goal now is to get a bigger understanding of fields that design can be in touch with, as for example, business, technology, culture, econo-mics, etc.
Curriculum Vitae
AcademicsUniversity
Industrial Desing & Product Development Engineering Degree at Mondragon Unibertsitatea
International Semester in L’Ecole de Design de Nantes Atlantique [Product Design Specialization]
Basque: [Mother Tongue] EGA Certificate (2006)
Spanish: [Mother Tongue]English: FIRST Certificate passed on 2007 [B2 level at university]Italian: Advanced Level
French: Intermediate Level
Language Skills
Technical SkillsSolidWorks:
AutoCad: [2D] UniGraphics:
Microsoft Office:
Photoshop:
3DSmax:
Illustrator:
HTML:
CSS:
Final Cut:
Flash:
BunkSpeed Shoot:
Autodes Alias:
Esiste G.m.b.H
Position: Junior Designer
Location: Munich - Germany
Esiste S.R.L
Position: Internship as Automotive Autodesk Alias Modeler
Location: Torino - Italy
Seat Design Center
Position: Internship at Exterior Components department
Location: Barcelona - Spain
Mondragon Unibertsitatea
Position: Trainee responsible of the design
of the degrees catalog and the corporative web page
Location: Mondragon - Spain
As Freelance
Some Clients: PeñaRural, Ingou, Publidenak, Arizmendi Ikastola...
Products: Video mounts, Logos, PrintWorks, WebDesign.
Work Experience
@more information at:http://www.anttonp.net
What Did I Do?
mTouch Between Igex xRider - 4 Laso&Korri HerriUrrats Web ExamplesThe intelligent tactile mixer
The new pet brush range
The New Way To Cross The Oceans
The new way to feel the roads
A new high quality dog food
The Identity for a philanthropic event
A recopilation of projects for the web
Team Project:
Erlaiz VidalTxaber TraspaderneBeñat SalaberriaJon LatxagaAntton Peña
February 2009
Team Project:
Michael JuradoAntton Peña
February 2012
Team Project:
Beñat SalaberriaAitor SanchezJon ApodakaErlaiz Vidal Antton Peña
2011-2012
Personal Project
June 2012
Team Project
Juan UrretabizkaiaMaialen LarrañagaRakel OtxagabiaEstela LapeiraAntton Peña
June 2011
Team Project
Ibai LazkanoLeire MendikuteOihana LuloagaAntton Peña
June 2011
Personal Projects
2009-2012
I think that the secret of the innovation is the plurality.
The real power of the designers appears when are mixed with others.
That is why I proudly want to show who I worked with. I believe that
without them, the projects would not be the same.
Thank You All!
All the sketches, drawings and hand renders have been done by myself. In the case of the models, even
if I love being involved in the process, more people has taken part on the creation of the ones shown. *
Product Design
mTouchthe intelligent tactile mixer
mTouch is a mixer that is thought to simplify the usage and to improve the security. That is why doesn’t have any button, and it is enough to push the body to switch it on. To avoid any unwanted activation, has a security system that has to be deactivated before using it. It is integrated in the head of the mixer. This head, is also turnable. This gives the user a bigger freedom because the cable is indepen-dent to the movements we make with the product.
Product Design
mTouchthe intelligent tactile mixer
Usage Stages Discussing the best options
ergonomy test
Product Design
mTouchthe intelligent tactile mixer
Render to show how is constructed
Usage Explanation
During this project we put special attention on the usage of it, as well as in the production processes of the product. That is why in one hand we developed some renders to properly explain how the behaves of the user should be. And in the other one some very technical CAD renders to explain the building.
mTouchthe intelligent tactile mixer
Product Design
During this project, we had a nice opportunity to explore the engineering of the product. We could decide the kind of motor that the mixer should have. The materials were chosen de-pending on their behavior against corrosion, and the electrical circuits were also designer by us. This gave us a bigger understanding of the product.
But the nicest part of the project, was to design all the interior of it, decide how different parts should match bet-ween them and how a part could have more than a function. One of the parts that is multifunctional is the one that you can see in the left. The design of it allows not to have a mirrored part, and creating all the body with only one.
Multifunctional Part
BetweenThe new pet brush range
Product Design
Project Developed for the Brand:
Biogance is a brand that develops cosmetic products for pets. They wanted to enlarge they range of products and they asked us to develop 4 beauty brushes to include it in their catalog. After a research and evaluation of many ideas, we decided that they needed more objects that those they asked to us, so we developed the whole range.
BetweenThe new pet brush range
Product Design
Natural Wood
No Coatings
Modern
Crude
The Between Project
was the kind of pro-
ject were the client
gives the designer
total freedom, but we
needed to work fast.
That is why we went
straight to the solu-
tion. The followed
direction was chosen
in the very beginning,
and we could focus in
the development
phase.
The aesthetic trend we
decided to follow
from the beginning
BetweenThe new pet brush range
Product Design
Full Range
The idea was to keep
the assembling simple.
We were aware that a
so small product
needed to be cheap to
produce. That is why
we tried to design a
form that could be
easy to assemble.
ECO - nomi- logy
To create a more environment friendly product, and in the same way, a cheaper
one, we based the design on a common geometry. With an aluminum extrusion, is
possible to build the structure that will be used in a big part of the variants.
Tooth Brush
Death Hair Comb
Short Hair
massaging
Daily Usage
DoubleSided
Styling Peigne
Product Design
IgexThe New Way To Cross The Oceans
igex
by
Business Idea Awarded At: Inspired by the increasing success of the action sports and by the lack of them in the coast, Igex is a revolutionary water transport. It is designed to be used without com-mands, driven by the position of the body of the user.
Product Design
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.LURO�NRQWH[WXDUHQ�DQDOLVLDScenario Explanations
The average time we spend
connected in Spain
80min
55min60
min
December 2008
December 2009
3h 4min
5h 35min
%80%60
They connect every day
That are part of a network
Our base
information
So
cia
l N
etw
orks
Wate
r C
on
su
mp
tion
Average consumption from lakes
and forecasts of consumption
The time spent in a month
connected to the network
Urkulu
Ibai-Eder
2009
2020
252,56 l/s257,05 l/s
283,6 l/s306,5 l/s
WWF says that the price of the water
will be multiplied by
for the year 2050.x3
AlGore
says that %40of water comes
from glaciers
The level
of the
raises
3,1mm
each
year
All this water changes from sweet water to salty
The users of internet connect knowing
Data from the basque water agency
In this project, we had the chance to make a deep research. We managed to find data about the water consumption and the biggest young trends, the social networks.
As it was a project were the client, a local institution was very involved, we had to show him different stages to convince them to follow the direction we wanted. For this, many scenarios were created, example vehicles shown, data displayed, ect.
Scenario E
xplanation
s
Product Design
IgexThe New Way To Cross The Oceans
Ergonomy Testing Rough ModelsFormal Research Sketches Creation of the Final Model
During the development of the product, we had to deal with the fact that the object was going to be in contact with the body. That is why we created many rough volumes/models to test that the Igex was going to be comfortable for the user. In the same way, we didn’t want to condition the character the concept had aesthetically, so we had to work simultaneously in the development of ergonomics and aesthetics.
Product Design
IgexThe New Way To Cross The Oceans
2 Turbines
GiroScopeGps
Processor
Emergency
Solar Panel
Structure
Bateries
Opening System
Charging Port
The big effort of the Igex project was to define the interior in a feasible way. We had many constrains that made us change the design, but is this com-promise between design and technique that allowed us creating something nice and technically possible.
Product Design
IgexThe New Way To Cross The Oceans
The Igex project evolved from a simple I.D. project to an entrepreneurial pro-ject. The idea was awarded by two institutions (BCD and ISEA) and an investor* showed the interest in the idea. This made us go deeper with the development of the project. First we had to check if the product floated. At the beginning it wasn’t floating, so we had to change the volume to make the product float.
But the idea needs a plan to be mar-keted, so we had to develop a marke-ting plan. As the product was quite expensive for the final user, we choose a renting system to make the Igex affordable for every one.
So we defined the distribution, the transportation, the target, the inco-mes, etc.
*Unfortunately, the project was not continue by the investor.
Testing the floatability(Hidromax virtual model)
Floatability Theorems
Marketing Plan
Product Design
IgexThe New Way To Cross The Oceans
An example of the developed appeal images Presenting the project in BarcelonaTo see the video of the presentation: vimeo.com/57638652
The final result of the built real size model
Product Design
X-Rider4The new way to feel the roads
The x-Rider 4 is a new con-cept of vehicle. It is a mix bet-ween a car and a motorbike. The four wheels give the needed stability to the vehicle, while the users position and the way of driving allows the driver feel very extreme sen-sations. The low height crea-tes the feeling of being nearly touching road, something that is increased by placing the head in front of the vehicle.
Product Design
X-Rider4The new way to feel the roads
Inspiration
ResearchSketches
IntermediumRenders
Product Design
X-Rider4The new way to feel the roads
Strategy Design
Laso&KorriA new high quality dog food
Laso &Korri&
Strategy Design
Laso&KorriA new high quality dog food
Evaluating Market Possibilities
Making Decisions on the packaging Deciding the
brand identity
Our company
245 M €
Annual Turnover
Situation and Market
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Quality + Environment + Innovation + Expansion
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Farmers Cooperatives
Kaiku´�����S����
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PetFood Market
$JUROLPHQ
Main Business Groups
15300 M € 76700 M € 116600 M € 30000 M € 1800 M €
Annual Turnover
PetFood Brands
��
Their Phylosofy
love and pride of our pets We promise quality
Your Pet, Our Passion
Sustainability�
We love living and celebrating everything
related to dogs
Investigation, atention, aprobation,
socialization and diseases
Situation and Market
�
The Spanish Market In Numbers*
27%
of houses have
unless a dog
42%
of the market volume
is generated by dog food
70%
of pet owners gives
dry food their dog
3-5%
is the increase that will have
the pet food market
on the following years
*Source: "El PetFood En Espana" - Escuela de Negocios Caixanova
The PetFood Market is a market that has been growing conti�nuously at least the last 10 years. Big companies are pre�sent, having a large catalogue of products trying to serve to
the biggest range of different users. This diagram tries to
show the actual state of the business, representing the most
important numbers at the beginning, and displaying after
how those big brands above mentioned position in the
market. Each column refers to an enterprise group. The lines
represent different attributes that have been taken into
account during the analysis of the companies.
Laso &Korri&
Environment
Health
Transparency
ExpansionInnovation
LasoAndKorri is one of the pro-jects that made me realize of the importance of having a wide point of view of the brands. The task was to design a landing of a milk company (Kaiku) in the pet food industry.
The main task was to detect the opportunities that the market was offering in the moment, but at the end we finished proposing many ideas to the client.
During the process we developed many diagram and infographics to make the client understand the reasons of our decisions.
Market ResearchShown as infographic
The keys of the new company
Strategy Design
Laso&KorriA new high quality dog food
Laso &Korri&
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Advertise example developed for the releasing of the brand Video showing the process followed and the result obtained
For the end of the project, we developed many things for the client. Starting from the brand design, going throw the advertising boards, and finishing with the packaging.
All the elements were linked to the brand, and to the strate-gy for the landing it´s landing in the market. We even deci-ded the price it should have.
The product ended being a high quality product for pets that are specially trained for specific sports.
youtu.be/M6qs3YkDT5k
HerriUrratsThe Identity for a philanthropic event
Identity Design
zuberoabizkaiaNafarroaarabaBihotz-Berritu
lapurdiGipuzkoaBihotz-Berritu Bihotz-Berritu Bihotz-Berritu Bihotz-Berritu Bihotz-Berritu
Haurren xokoaBihotz-Berritu
Mascots for each station
the graphic universe
Herri Urrats is a festival
that collects money for
the creation of schools
that teach Basque in the
norther Basque Country.
They asked to as to
create the whole identity
to make the event known.
The philosophy of the identity is
that we need to transfer the
language from the oldest to the
youngest. That is why we can
see the whole family while the
smallest is the “loved”. In the
same time, “Urrats” means
“step”, giving the reason to the
foot form that the logo has.
Web Design
Some Selected Sites
Sites adapted
for mobile browsers
Personal SiteEverything needs presence on
internet nowadays. That is way
I think that is necessary to be
aware of the technologies and
opportunities that this media
offers. Here are some of the
works I did in web design. All of
them were designed and pro-
grammed by me. All of them are
sites that work with CMS pro-
grams so the client can make
changes on his own. The
languages used were mainly
HTML, CSS and PHP.
Web ExamplesA recopilation of projects for the web
What Did I Do?
mTouch Between Igex xRider - 4 Laso&Korri HerriUrrats Web ExamplesThe intelligent tactile mixer
The new pet brush range
The New Way To Cross The Oceans
The new way to feel the roads
A new high quality dog food
The Identity for a philanthropic event
A recopilation of projects for the web
Team Project:
Erlaiz VidalTxaber TraspaderneBeñat SalaberriaJon LatxagaAntton Peña
February 2009
Team Project:
Michael JuradoAntton Peña
February 2012
Team Project:
Beñat SalaberriaAitor SanchezJon ApodakaErlaiz Vidal Antton Peña
2011-2012
Personal Project
June 2012
Team Project
Juan UrretabizkaiaMaialen LarrañagaRakel OtxagabiaEstela LapeiraAntton Peña
June 2011
Team Project
Ibai LazkanoLeire MendikuteOihana LuloagaAntton Peña
June 2011
Personal Projects
2009-2012
I think that the secret of the innovation is the plurality.
The real power of the designers appears when are mixed with others.
That is why I proudly want to show who I worked with. I believe that
without them, the projects would not be the same.
Thank You All!
All the sketches, drawings and hand renders have been done by myself. In the case of the models, even
if I love being involved in the process, more people has taken part on the creation of the ones shown. *
I Hope You Enjoyed!And thank you
for having a look!
If you want to know more about be
linkedin.com/in/anttonp user: maimuru twitter.com/anttonp anttonp.net
Antton Peña ArreguiMaimuru Etxea Gureia Auzoa
Aramaio 01169 - Spain+34 616 70 15 20 / +49 157 7890 3844 info anttonp.net@
