![](https://s3images.coroflot.com/user_files/individual_files/original_484267_dILgZzNZ_LeqP9yKNAJvrBGwf.jpg)
Before I began the initial ideation phase I looked at the brand’s key elements and chose some key words that I felt reflected the brand to give me a solid starting point.
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![](https://s3images.coroflot.com/user_files/individual_files/original_484267_OkCy8kG_KYyMAYuZnqy_p9qKL.jpg)
The initial ideation was based around the idea of a hand held mobile device which would pick up on the four key words simplicity, quality, practical and functional. I also wanted to keep it tactile like the original Swiss army knife, this is represented by parts like the pull out screen.
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![](https://s3images.coroflot.com/user_files/individual_files/original_484267_Y_5z9bMNt2T6dOZlZJEPsAEUN.jpg)
Here I was experimenting with different styling lines that could be added to the design, to add a point of interest.
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![](https://s3images.coroflot.com/user_files/individual_files/original_484267_vZwUdUjYu8TNmInbWwoDxMzh6.jpg)
The final Photoshop render, with final model. The final design has a pull out screen and flip out view finder for the camera. The idea was to have a tactile element to stay in keeping with the iconic Victorinox swiss army knife.
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