Apple Computer products and the Apple brand has achieved legendary respect in the product design community. Formac Electronic, Inc. was fully aware of this legacy and turned to d:e to create a new generation flat screen monitor that would directly compete in the design savvy Apple Computer market. The challenge to this was in developing a design that would carve out a unique brand look for Formac while complimenting the design landscape of a typical Apple user's workspace. At d:e, this task fell to lead designer Pip Tompkin, a British import with a Royal College of Art degree, to formulate the design and visual positioning strategy for the new Formac Gallery 1704 Flat Screen Display.
 
"Our design advice to Formac" quoted Tompkin, "revolved around the virtue of them holding their own and making a singular brand statement without completely mimicking Apple. Our design direction is intended to have Formac stand proud right along side it".
 
Tightly wrapping an elegant, clear polycarbonate design around Fujitsu's 17.4" ultra high SXGA display, Tompkin and the d:e technical team produced a distinctive design that was easier to manufacture and higher performing than the highly lauded Apple Design. The new, small footprint design, also enables viewers to take advantage of the 160-degree viewing angle offered by the brilliant display technology. Touch sensitive buttons on the front face allow users to easily put their G4 to sleep and a technically elegant adjustable leg offers simple angle adjustment for any size viewer.
 
d:e, an internationally renown design firm, brings more than basic product design expertise to businesses, according to Chris Cavello, Director of Business Development. "For our clients, it's not enough to simply have another great product design. Our clients come to us to help build their brand, change their market position and capture their identity in a compelling way," said Cavello.