Brandy Ryan
Blake Avery
Who is Genesis Design?
Genesis Design is an owner-managed and independent full-service design agency.
Founded by Rainer Mueller and Dirk Juergens in 2002, Genesis Design helps brands express their value through evocative and emotional design. Genesis works in the automotive and industrial design fields, bringing life and soul into the conceptual and creative process.
With Design Director Dirk Juergens and 15 employees (mostly designers and artists), Mueller has built an impressive client roster—which includes OEMs like Porsche, BMW, and Mini, as well as a number of non-automotive clients such as jewelry maker Swarovski, appliance manufacturer Miele and factory automation company Festo.
“We transfer the soul and the emotion of the design concept into the realization of the product.”
Rainer Muller
Design is more than a functional part of the process for Mueller, who believes that creativity is more than inspiration and innovation. For him, this part of design is its lifeblood.
Genesis Design sets themselves apart from other agencies with their expert designers and unique perspectives on products. They don’t sell processes or hourly rates. They sell expertise, reliability, success.
The craft of Genesis Design
“I always ask the question: what do you want to have? If you want to go to the top of Mount Everest, to the summit, you have to find the right sherpa. Genesis Design will bring you to the top and even back, happy and alive.”
Rainer Muller
Genesis has built an impressive reputation for itself with its work on mobility and industrial design.
Some of its top designs include:
The award-winning Belassi Marine HyperCraft
Leki World poles
Marker Duke ski bindings
Miele Turbo Mini vacuum
Say carbon yacht
Together with SAY Carbon Yachts, Genesis Design also won the 2023 German Design Award for its SAY carbon yacht design.
This design captures the signature aesthetic, pure performance and modern luxury we expect in a SAY yacht.
Why Genesis Design trusts Autodesk design studio tools
Why does an innovative, award-winning design agency work with Autodesk tools?
Because it “needs a tool that lets us express our power.”
Genesis Design believes Alias and VRED are such tools – “creative enablers,” as Rainer phrases it. With Autodesk Alias as a primary tool, Genesis Design can bring its full expertise in professional design, design engineering and 3D modeling. That combination – of creative freedom and technical components – sets Genesis Design apart as an agency that can manage the creative, technical, and production aspects of their client’s needs.
“A lot of our customers are happy that they will get datasets from us, that come from Alias as surface models. They are able to import that data into their construction tools, which makes manufacturing much easier for them.”
Rainer Muller
As any design-engineering team knows, being able to work with the technical features as the concept is being sketched and modeled cuts down on the amount of translation/adaptation that needs to happen when it moves into its engineering phase.
Alias + VRED + ShotGrid = The perfect design solution
The design work that Genesis Design does simply isn’t possible in other CAS tools, Rainer notes. These products are okay for early concepts but don’t allow for the same technical work. If Genesis Design is the expert sherpa you want when you’re climbing Mount Everest, then Alias is the performance tool they always carry with them to ensure the successful completion of their journey.
Autodesk VRED is not only a high-end visualization tool for Genesis Design. It also helps the creative team to elevate the design and emotional storytelling during development, VRED showcases the emotion behind the design Genesis Design works so hard to create. So Genesis Design uses VRED to render and iterate their designs, appreciating its workflow and the speed. Both make the design process more efficient and more valuable—which means better designs in less time for a lower cost. VRED’s VR capabilities also facilitate intensive design review for teams across departments and locations.
And when it comes to efficiency and value, Rainer’s team appreciates what Autodesk ShotGrid offers. More than a Project Management tool, Rainer says, ShotGrid is also a centralized Design Management and Capacity Management tool. Perfect for a design agency, ShotGrid’s visual focus (think: playlists) allows the team to review design iterations quickly and efficiently, ensuring the team knows its next steps. If you’re curious about how ShotGrid supports design studios, read more about that here.
Alias for its creative and technical prowess. VRED for its emotional rendering. ShotGrid for its project and design management.
That’s the Autodesk design studio solution, and it’s a perfect performance partner for Genesis Design.
Stay tuned for more Autodesk Automotive posts and more customer profiles.
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