Mark Adams

Industrial Design Research, Development, Production and Promotion - New cleat design Project Parameters Create a safe, multi-use, ergonomic and attractive rope- and line- securing device that would work better than a traditional cleat. The end user profile emphasized that any new design would have to accommodate traditional marine methods of securing line.

Cleat Design early CAD - After some preliminary market studies, other feature parameters became apparent: The newly designed product should be no more than 15 percent longer than a functionally similar two-horned cleat. The product should price out at a cost between a two-horned cleat, and a pop-up cleat The product should accomplish attachment to a vehicle in a way similar to a two-horned cleat.

Cleat Patent Illustration - Through studies of cleat functions, I observed that the line-securing devices have a “constant use factor.” This means that traditional cleats and other line securing are attached to items in such a way that only one of their sides consistently receives the rope to be secured. The truck tie-down accepts lines only from above, for example: a boat’s mooing cleats accept line only from its outboard side.

Cleat Design early CAD - The design should have no moving parts. The design should be sufficiently original to warrant a utility patent. Traditional manufacturing technology should be used in the product’s manufacture.

Cleat Patent Illustration - Applying this constant use factor, I combined the shapes of the traditional two-horned cleat and a chock, establishing inboard and outboard sides with an asymmetrical design. The line or rope function dictated the interior form. I studied in detail the process of securing various types of line to a cleat. These studies formed the basis for a composite set of negative space shapes needed to attach line to a cleat in the most efficient and most secure fashion.

Cleat Patent Illustration - The negative space shapes were then converted into the interior surfaces of the product. In what came to be known as the “snagged toe factor” the asymmetrical exterior shape was streamlined to insure that the product would deflect rather than snag jackets, pant pockets, shoes or other objects. The blending of exterior and interior shapes dictated the basic form of the cleat.

Cleat Prototyping - Designing in steps I went through several steps before reaching the final solution. I made a number of sketches and initialized the patent process before sculpting a study model from epoxy. Auto-CAD Lite was used to develop basic waterlines

Cleat Prototyping - which were then forwarded to a CNC mill to surface and create the first-generation prototypes from aluminum and bronze.

Cleat Prototyping - After evaluating the performance of the prototype with bench and field tests I developed a new model using Rhino NURBS surface modeling. I then reshaped the design to facilitate axial molds and forwarded it again th the CNC mill, where another set of aluminum prototypes was made.

Cleat Final Design Illustration - Moving from aluminum prototype to stainless steel product required additional attention to detail. After conducting a weight analysis of the aluminum piece for cost-effectiveness and feasibility, I reshaped the parts in Rhino. I then created two computer-manufacturing models with five variations.

Cleat Final Design Illustration Rapid Prototypes - An SLA machine created the master models and a rapid prototyping machine converted the Rhino files into wax prototypes. The waxes were sent to the manufacturer for production..

Cleat Tooling Design - After several unsuccessful attempts at hand converting the prototypes to tooling from a company in China, I changed manufacturers to an Indian company. I developed the injection wax tool shapes in Rhino that the new company was able use to create the molds, and production started.

Cleat Engineering Drawing - Engineering Drawings accompanied the 3D files to India.

Cleat Product Testing - The parts were load tested, and the Karlyn was ready for marketing.

Cleat Hitch on Karlyn on deck - The Karlyn Cleat performs like a traditional cleat by securing line with a traditional cleat hitch.

half hitch on Karlyn on deck - But it differs from traditional models because it can secure line with a simple half hitch.

Karlyn on deck as fairlead - The Karlyn also functions as a chock and pad-eye, performing several applications simultaneously. The two chock ends permit both chock and fair-lead applications-a feat a traditional cleat cannot achieve-and the hole in the center of the design permits the cleat to be used to quickly loop and tie line.

Jamb Wrap on Karlyn on deck - The Karlyn Cleat was initially intended to work as a cleat and a chock, but other functions evolved during the design process. To use the Karlyn as a jamb-cleat, for example, the user simply wraps the line around the cleat stems until full. This wrap works especially well for a novice crew.

Cleat Final Product - Market studies have shown that people are attracted to the Karlyn’s appearance, which played an important role in generating initial interest in and acceptance of the product. An even more favorable response has occurred when people hold the Karlyn. This initial acceptance through visual and tactile contact opened the door to for people to discover the safety and utility features of the product.

Karlyn Cleat Tear Sheet - The biggest job in marketing after introduction was to educate potential customers to the Karlyn’s safety and function. A unique name and a lot of hands' on customer experience were called for.

Karlyn Cleat Logo - The branding of the Karlyn Cleat, started when the company started. The branding method copied Kodak’s approach; a unique name to be associated with a unique product. The logo was designed to suggest the function of the product, while associating the name with its safety.

Karlyn Cleat Web Site - The web site was designed to be young and friendly while answering customers’ questions by offering several guided tour options.

Karlyn Cleat Packaging - Designing the Karlyn Packaging within a tight budget required the use of existing stock packaging as a base. Clear tubes were chosen so the part could be protected and visually presented. Descriptions of use could be read on the packaging. Packaging color would be functional, (each color depicting a part size), and current. The packaging color set would create a unique retail presentation

Karlyn counter-top display - Three levels of Point of Purchase Displays were developed using Rhino; counter-top, peg-board, and stand-alone. Each design would feature an information sheet, introducing all of the Karlyn Functions, sizes and accessories. The counter-top design would present the information sheet above a locking case.

Retail Display Concept - The peg design would fit onto any stock retail peg display. Again the information sheet would be part of the POP display.

Karlyn Cleat Kiosk Design - The stand-alone Kiosk would have Karlyns mounted on a “deck” where customers could test the product, and select Karlyns from the case below.

Karlyn Cleat Trade Show Handbill - Handbills were an important part of trade show marketing.

Karlyn Cleat Trade Show Booth - The trade show booth designed for limits of traveling marine trade shows. Includes parts display, use images, features signage, demonstration table, and function video

Karlyn Cleat Study Sheet - Installation instructions and use instructions were made available on the web site, at shows, and in the packaging.

Karlyn Cleat IDEA Gold Medal Award Transportation Division 2001 - For efforts of product Design, Mark Adams won an Industrial Design Excellence Award in 2001. (Gold Medal-Transportation Division). The product was also featured in Business Week.