Building a Brand – Redesigning a Business Start to Finish

The evolution of Mode from a passionate side project into a professional keyboard brand showcases the transformative power of strategic design thinking. By applying the Double Diamond framework, the team moved beyond simple aesthetics to redefine their market positioning and business goals [2, 3]. This journey involved deep dives into user personas like "Tim" the enthusiast and "Jay" the busy professional to ensure every digital and physical touchpo