WALHUB

Reinventing The Common Switch Plate

THE ASK
1) Create a discreet home-goods product that seamlessly blends into the household environment while effectively addressing a common need. 2) Bring that product to market to support the creation of a small design-driven housewares and furniture brand. @Upwell Design

I acquired an invaluable education across the entire product development cycle and launch process, encompassing aspects like strategic margin decision-making, creating award-winning packaging, and conceiving and executing novel, successful marketing campaigns; while delivering a utilitarian product people loved.
“It might seem like a simplistic concept, but the Walhub is actually one of the most organic designs created when it comes to seamlessly creating a place to put keys or other small essentials” - Michael Hemsworth
I was the sole proprietor of Upwell Products - a one-man startup with a US-based injection molding partner. In addition to designing and engineering Walhub, my responsibilities included packaging design, branding, marketing, QC oversight, selling to retailers, and pitching to press.

WALHUB | Simplify your everyday routine
Walhub was conceived out of the desire to find a dedicated location to store objects that come and go with us - keys, mail, umbrellas, etc. Eliminating the need to purchase and install individual hooks or storage systems, Walhub takes advantage of an existing system and adds practical function to a logical location.

Walhub Lives The IKEA Dream
We installed Walhub in IKEA to see if people would buy it, filmed the process, and gained valuable consumer insights while creating a highly successful marketing campaign.

“Upwell Puts 'Walhub' Inside an IKEA Store to See How it Would Fare”

AdAge - Creative Campaign of The Week