Role: Lead Designer – Audio Systems for LATAM Region
Markets: Brazil, Mexico, Argentina, Colombia

​

Overview

In my second year leading the design of the Philips Mini-System range for the LATAM market, I built on the foundation laid with the 2013 lineup, pushing the brand’s presence forward with a bold, locally resonant aesthetic. This range was designed around the regional insight that, in LATAM audio culture, “more is more.”

 

Design Challenge

Philips’ global brand philosophy at the time—“Sense and Simplicity”—was misaligned with consumer expectations in LATAM, where audio products are typically bold, powerful, and visually expressive.
In 2013, my primary challenge was to reconcile this brand mismatch and elevate Philips' design to compete with aggressive offerings from Sony, LG, and Samsung, which dominated the category with highly stylized products.

 

2013 Outcome

Successfully launched a more competitive and culturally tuned product range, closing the gap with competitors and regaining consumer interest in key LATAM markets.

 

2014–15 Strategy: Going Beyond Competitors

Building on the momentum of the 2013 range, the 2014/15 design direction was informed by:

• Extensive Consumer Testing
  Conducted in collaboration with the regional Marketing Manager and a Market Researcher across LATAM.

• New Design Cues from M1X-DJ
  Integrated knowledge gained from designing the Philips M1X-DJ, applying insights about bold form factors, light elements, and user interaction.

• Opportunity Gap
  Instead of simply matching the competition, the 2014 range introduced design and feature elements not yet seen in the category, aiming to leapfrog competitors in visual impact and user appeal.

 

Design Impact

The new range represented a major shift in Philips’ approach to regional product differentiation—delivering culturally relevant designs while reinforcing the brand’s evolving global identity.