Sundberg-Ferar | Product Innovation Studio

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About Us

Sundberg-Ferar, a product design firm, helps the world's leading durable product companies to turn consumer insights into market winning products. We have clients in a broad range of categories including consumer products, automotive, housewares, transportation, electronics and medical products. We are distinguished by our deep understanding of the "emotional" aspects of a product's purchase decision. We don't make your products, we make your products cool!

Most companies set out to design a product that everyone loves; what they end up with is a product that no one hates. At Sundberg-Ferar we call these products "porridge"...warm, mushy and bland.

We believe that the very best products have an emotional appeal and that their purchase decision is based, in part, on emotion. In the early stages of product development however, this emotional response can manifest itself in the form of polarizing market research results; results that often scare companies away from the best designs.

Sundberg-Ferar understands how to leverage the power of emotion in a purchase decision. We understand how to make logical business arguments for seemingly polarizing designs. We understand that there is no more room for porridge!


  • Industrial Design Society of America
DAThis firm is an adopter of the Designers Accord


  • Tervis
  • InSinkErator
  • Wolverine
  • Wiss Tools
  • Hart Intercivic
  • Cassabella
  • Calphalon
  • Carrier, Inffinity
  • Coca-Cola Corporation
  • Liberty Hardware
  • Masco Corporation, Delta Brand
  • Masco Cabinetry
  • Charles Machine Company, Ditch Witch
  • Hyundai Ventures
  • Mahindra, GenZe Brand
  • Ingersoll Rand, Club Car
  • Yazaki North America
  • Fisher Coachworks
  • Chrysler Design Studio
  • Dannar, LLC
  • Rail Cars - 9 Municipal Transit Authorities
  • Auto Interiors for Various OEMs + Tier 1's
  • DESiGN
  • NuStep
  • Orthofix
  • Stryker
  • Terumo Cardiovascular Systems
  • Sunbeam
  • MAP Pharmaceuticals, Inc.
  • Medtronic
  • Apex Tools
  • Arrow Fastener



Staff Size

21 - 50

Sundberg-Ferar | Product Innovation Studio


  • Industrial Design
  • Research
  • Strategic Consulting

Typical Project Budget

Not Specified


Each project is priced based on the unique scope of work.

Main Office

4359 Pineview Drive
Walled Lake (Metro Detroit), MI 48390
United States


Curt Bailey, President
phone: (248) 360-3800
fax: (248) 360-6900

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