Founder of Studio Underd0g

I'm still using the skills I gained from my Product Design and Manufacture MEng degree today – from how to set a brief to how to design a product. Without realising it, I was also building my network.  

I chose University of Nottingham because the product design focus was from an engineering perspective. It’s given me an engineering degree and these skills are very valuable when working in industry. 

 

What was your favourite thing about your degree?

The friends I made and the people I met. My core friendship group today are still people from my Product Design and Manufacture MEng course. We’ve all gone on to do different things, from working for design consultancies to product-focussed animation and CGI. 

What did you do when you graduated?

I worked at Zeon Ltd for almost six years, primarily on Braun Timepieces. When I graduated, I wanted to move to London, so I applied for various jobs including design consultancy roles. It was very competitive, but I managed to get a role at Zeon Ltd – one of the UK's largest importer and distributor of watches at the time. First, I designed character watches including Peppa Pig and Star Wars, and then after nine months, I designed and developed watches and clocks for the Braun brand. 

What do you do now?

I’m the Founder of Studio Underd0g, a microbrand that has grown in popularity among enthusiasts and collectors alike. Without realising it, on my course I was building a skillset, knowledge and interest in how new products are brought to market via crowdfunding campaigns. 

I was always interested in researching how entrepreneurs were bringing new products to life, but I didn’t think it was for me. I always liked learning new things and was always curious abouts areas of business that I didn’t understand. Through my work at Zeon Ltd I was able to explore marketing, building up to a product launch and more. Setting up my own business wasn’t necessarily a goal, but my degree and desire to learn about different aspects of business provided the foundations to build my own brand. 

Whats your favourite thing about your job?

I launched and brought my brand to life thanks to the support of the enthusiast community. Getting consumer feedback at all stages of the process was incredibly motivating. During lockdown I set myself a design brief, posted it online and the community encouraged me to develop it more. I made samples and built it into a brand.  

It’s the feedback that I still enjoy today – whether it's launching a core product or a charity campaign – seeing the reaction from watch enthusiasts is always a high. I continue to enjoy learning and currently I’m relishing the challenge of managing and leading the three staff that I now employ. 

How did your time at University help shape your career?

I'm still using the skills I gained from my Product Design and Manufacture MEng degree today – from how to set a brief to how to design a product. Without realising it, I was also building my network. When you start a new business, you rely on your contacts. Three of my course mates were involved in the launch of Studio Underd0g.  

My final year project was a snowsports helmet, which combined my new-found passion for skiing with my product design skills. I was influenced by the Ruroc brand, so I referenced them in my project. I was interviewed by Snowsports magazine, and they asked where I’d like to work, so naturally I said Ruroc.  Ruroc reached out to me, but I had just secured my job at Zeon Ltd. I stayed connected to Ruroc through social media and seven years later, Ruroc’s former chief executive is now one of my business advisors.  

Why did you choose University of Nottingham?  

There are differences between how different universities approach product design and industrial design. I chose the University of Nottingham because the product design focus was from an engineering perspective. It’s given me an engineering degree and these skills are very valuable when working in industry. Other universities focussed on product design as purely a design course.

What did you enjoy about your social time here?

The friends I made are still my friends today. Before coming to the University of Nottingham, I’d only ever skied as a toddler. I joined the UoN Snowsports Committee and became its Design Secretary. I still go on an annual ski trip with the same group of people from this society. I was also a member of the Product Design Society (ProdSoc). 

What advice would you give to someone considering studying Product Design and Manufacture? 

It’s fine not to have a plan, you’re building skills and networks that will become useful in ways that you can’t necessarily know at the time. 

The university experience gives you the opportunity to pick a design project you have a genuine passion in, so take advantage of this. If it’s something you’re really interested in, you’ll get twice the work done naturally. In industry you’re given projects and can’t necessarily chose them.