Born on June 22,1965 in Ghazvin,Iran. Graduated from the Art University of Tehran with BA Degree in Industrial Design and post graduated (MA) in Research of Arts from Art & Architecture faculty, IAU Tehran. IESSA DESIGN studio was started in 1997, in Tehran. The projects range from products, interiors & architecture, fashion, furniture, lighting, art and graphic to installations. Some Words: Offers full and comprehensive design and consulting services for a wide variety of Industrial, Architectural, Interior and Graphic Design projects. Open and collaborative approach to problem-solving offers clients a range of choices and options in an inclusive process achieving an original and appropriate solution for each project. Specialize in new ideas and with imagination and manufacturing knowledge, will produce concepts that are surprising, generate excitement, and that will accomplish your goals while outperforming your competitors. Some of the tasks we may perform in this phase include: Brainstorming / Option Analysis / Ideation / Sketches: 2D and 3D / Mock-ups Philosophy Listen: The foundation of all successful design is based on understanding the opportunity at hand. Benefits sought in the product are discussed. Environments of use and the users themselves are studied. The competitive landscape is surveyed. Conversations surround the type of experience the client desires to produce for their customers. A very solid understanding of product benefits and clarity surrounding client goals will emerge from this phase. Strategize: Opportunities for product potential are explored. Initial form and function sketches and sketch models are produced. Company and product brand are reviewed or created, as required. Profit margin analysis tools are provided to the client to produce guidelines for tooling, marketing and product costs. A more rigorous financial analysis and brand competition analysis are conducted. Precise definition of the project is captured in a document (who, what, where, when, why). Out of this phase will come brand and financial guidelines, precise definition of the project constraints, design opportunity and a master project schedule. Conceptualize: Two development streams let creative energy loose into concept development. Mechanical layouts of circuit boards and connectors or engines and controls are examined and options for configuration designs prepared. Layout options are documented by CAD. Visual concepts and usage scenarios are examined in sketch form and in quick physical models. These two development streams interact with each other and are merged in a series of progressive models and prototypes until design files are ready for final tooling and production. Validation of designs with usage trials and submission of pre-production prototypes for regulatory testing are initiated. Files ready for production tooling are delivered from this phase. Implement: Once final prototypes are validated, files are released for tooling. Clients are supported with assembly and quality assurance documents. First production articles are inspected and design files and tools adjusted accordingly. Validation and adjustment iterations occur until production is ramped up. A product ready to sell is the final deliverable.