V12 Design’s approach to user-centered innovation
Valerio Cometti's V12 Design studio mixes creativity and industrial know-how to produce design solutions that stand out, from luxury products to everyday items, with a focus on meeting real-world needs.
At V12 Design, creativity is more than just a spark of inspiration—it’s a methodical process that ensures every design is practical, appealing, and functional. Founded by Valerio Cometti, the studio has been around for more than 20 years, delivering over 600 projects to clients around the world, from small companies to massive global players. The key to their success? A solid creative process that blends a deep understanding of market needs with a practical approach to design.
V12 Design operates in diverse sectors, from automotive to medical, luxury goods, and home appliances. What sets them apart is their ability to work across such a broad range of industries while maintaining a high standard of quality. But whether it’s designing a coffee machine, a logo, or a high-tech product, one thing remains constant: the team’s empathetic approach to design.
“We don’t design things we like,” explains Valerio. “We design things that need to appeal to the target audience.” This focus on user experience is at the heart of their process. Each project begins with understanding who the product is for and what kind of experience it should create. From there, the team works backward, using insights into the user’s needs and preferences to guide their design choices.
The studio’s approach ensures that every project is visually compelling, culturally relevant, and market-ready. Valerio points out that the biggest compliment they can receive is when a client sees the final product and says, “Wow, it’s exactly like the rendering we approved.” This attention to detail and commitment to delivering on client expectations is something V12 Design prides itself on, ensuring that ideas don’t just look good on paper but work seamlessly when brought to life.
While V12 Design’s strength lies in creativity, they don’t ignore the practical side of things. The team is known for factoring in industrial and technical challenges early in the design process. Even though the studio doesn’t handle the industrialization of products, they anticipate potential issues by considering the manufacturing process from the start. “We already think about 80% of the industrial problems that a product will face,” says Valerio. This foresight helps the team deliver designs that are aesthetically pleasing, easy to produce, and functional in the real world.
Valerio’s background in engineering plays a crucial role in this. As the only engineer in the team, he brings a unique perspective that complements the creativity of the rest of the team. “The shape you see, the rendering, is just the tip of the iceberg,” Valerio explains. “There’s a lot more underneath, like ergonomics, torque, and pressure, that needs to be considered upfront.” This engineering mindset helps the team tackle the technical side of design while still keeping the end user’s experience at the forefront.
V12 Design is also known for its “design-to-cost” approach, ensuring that projects meet the client’s budget without sacrificing quality. Even when working with high-end brands, the team makes sure that cost considerations are part of the conversation from the very beginning. “We don’t just design and hope someone else will figure out the rest,” says Valerio. “We work closely with our clients to understand what they’re willing to invest in, and then we design with that in mind.”
Despite the varied industries V12 Design serves, the studio’s creative process remains the same. It’s a process built on empathy, technical expertise, and a clear understanding of what the client needs. The result is work that not only meets expectations but exceeds them, with designs that are both functional and visually striking. Whether working on a premium product or an everyday item, V12 Design’s approach ensures that every project is thoughtful, practical, and impactful.
What makes V12 Design truly stand out is their ability to combine creativity with real-world practicality. Their work isn’t just about making things look good—it’s about making sure the design is something people will actually use, enjoy, and connect with. Through a combination of empathy, engineering know-how, and a commitment to quality, V12 Design continues to create work that’s not just beautiful, but also meaningful and effective in today’s fast-paced, ever-changing market.
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