Look around your home or office. Right now—go on—take a look. What do you see? Perhaps a laptop? How about a printer? Is there a water cooler? How about a dog bowl? Look at these items; truly contemplate them. Their shape, size, and color are all important. We may not realize it, but the elements of design greatly influence our purchasing decisions and even our use and enjoyment of a product.

Sean Mast, director of business development for Austin-based Design Edge, explains: “The ability of design to gain a company a competitive edge and more customer loyalty is astonishing. Brand is not enough on its own anymore. Design is what makes a product that much more special and adds to the customer experience.”
Design Edge conceptualizes, develops, and delivers the designs that make their clients’ products stand out from among the competitors. Be it a water cooler with overflow trays that resemble mugs and are easily removed for washing, pet dishes so attractive that some humans prefer to use them for their own food, or a travel toothbrush that James Bond would covet, Design Edge incorporates art and functionality.
Launched in 1986 as a design firm with Dell as their primary client, Design Edge has evolved into somewhat of a think tank for design, branding, and innovation. The Design Edge team works with both entrepreneurs and well-established businesses to bring their product ideas to life. When clients with new ideas approach them, this team gets excited. The wheels are set in motion as Design Edge’s engineers and designers work up everything from building a business case for the product, to developing brand identity, to creating the product design.
Design Edge approaches each project with a variety of tactics, including brainstorming sessions, individual work time, interaction with the client, and focus groups. They pick the brain of anyone or anything that can provide insight into the market and target audience (such as the employees’ dogs who provided extensive insight into the proper design of dog bowls and toys—now available in the Wetnoz pet product line that Design Edge launched). In fact, Mast explains, Design Edge makes the product development process “real by testing, making prototypes, and getting as close to manufacturing as we can. Ultimately, it’s about understanding the client’s needs.”

TEAMWORK = SUCCESS With a nineteen-year history, four million in revenue this year, and hundreds of design awards (including several IDSA Gold Awards—the “Oscar” of the design field, according to Mast), Design Edge appears to have a handle on something that works.
When asked about the key to the company’s success, Mast does not hesitate for a moment before replying, “The team is critical to success.” He further explains, “We’re very picky about who we bring on. They have to be smart and ambitious and they must play well with others.”
The team has to be committed and motivated to handle the many demands of this business. “Clients know they can rely on Design Edge to jump in and help on a project that might already be weeks behind schedule,” Mast says. “So the staff puts in the hours to get the job done, and they go well above and beyond on a consistent basis.”
Of course, they may take some inspiration from the founding partners, who, according to Mast, “are focused on success in both business and life. They plan for the greatest and live a wonderful life getting there—that trickles down to the employees.”
Mast admits that the biggest challenge Design Edge faces is building an excellent team. “Our biggest challenge is getting and keeping great talent,” Sean confides. “If you have people that are wonderful,” as Sean asserts his team is, “then they can go off and do what they want to do.” So, investing in the employees is a top priority.
The first order of business is finding good people. To do this, Design Edge takes time and looks far and wide. Mast explains, “It is worth taking the time to find the right people. We are currently searching around the U.S. and the world for some current positions.” In fact, Design Edge’s thirty-person staff has representation from many countries around the globe.

KEEPING GOOD PEOPLE To keep good people, you have to invest in them. Mast shares the three elements needed to grow employees and enrich their work experience: tools, training, and freedom. He clarifies, “We give our employees the freedom to succeed on their own and to fail on their own—that’s how people learn. Giving people the freedom to do a damn good job they are proud of serves our clients well, but it also allows the employees to grow from their mistakes.”
Having a positive work environment doesn’t hurt either. Mast describes Design Edge’s culture as “collaborative, energetic, friendly, and fun.” Walking in Design Edge’s door, you might be greeted by Sprocket—a very sweet pup who enjoys a good belly rub. He’s just one of the employees’ dogs that frequently hang out at the office. Additionally, the office’s very open floor plan enables ideas to be shared easily, which is beneficial as this team thrives on interaction with each other. “Great design comes from lots of ideas from lots of people. We work together and build off each other’s strengths. This allows us to get excited about what we’re all doing together, and is very different from a committee-based, hierarchical environment,” Mast expounds.
Contributing to the freshness of the Design Edge spirit is the Austin culture. Founded in Houston, the company moved to Austin in 1991 and Mast, for one, is grateful. “The entrepreneurial attitude in this town and the culture here is astounding,” he exclaims, adding, “The informality of Austin lends itself to this business, too.”
Of course, clients are critical to success and Mast admits they are priority number one. “Our core business is helping our clients create great businesses. Staying true to that vision encompasses all of the aspects of our business: engineering, design, strategy, and branding.”
What sets Design Edge apart from the competition in their clients’ eyes, according to Mast, is their ability to offer a wide range of services and their consistency in exceeding client expectations. A 90 percent client return rate and strong referral business lends support to Mast’s claim.

ENTREPRENEURIAL SPIRIT There is yet another layer to this company. The entrepreneurs within are constantly bubbling with new product ideas, so Design Edge provides them with a forum to give their innovations a whirl. The result, so far, is three spin-off companies, including Wetnoz. Two additional launches are on the horizon.
When asked how creating spin-off companies impacts Design Edge’s core business, Mast discloses, “Our priority here is our client base. But, twenty percent of our time is spent thinking about what is the next great thing so that we can stay fresh and new.”
So look again. Do the products around you have unique and fun elements incorporated into their design? Is your pup, for example, happily chewing on something green that looks like an hourglass? If so, there’s a good chance Design Edge had something to do with it. And they are constantly on the look out for fresh, exciting ideas. So, if you have an idea for a new product but just don’t know how to move it forward, Mast is waiting to speak with you.