Hi, I’m Hrag Nassanian, an industrial designer and soft goods consultant in Portland, Oregon.
I create high-performance bags, accessories, and carry gear, drawing on experience as a Nike Design Director, founder of WAYFINDER, and consultant to brands and entrepreneurs.
I guide products from concept to production, covering design, materials, prototyping, sourcing, and manufacturing to ensure they perform, resonate, and succeed in the market
Design Philosophy
I believe in complex simplicity—design that appears minimal but demands precision. When a product is stripped down to its essentials, every element is exposed. Form, proportion, balance, and material must be just right. There’s no visual noise to hide behind, so the work has to hold up under scrutiny. Simplicity, done well, is the hardest thing to achieve.
I design for motion to enhance performance. Great products reduce strain, discomfort, and friction in use. They support ease of movement and mental clarity. When the design is just right, the experience feels effortless. The product disappears—and becomes an extension of you.
I approach every project, understanding that the creation process must remain flexible and responsive. The path to a great product is rarely linear. I align with each project's unique context—timelines, constraints, client culture, and manufacturing realities—and adapt as needed to move things forward with clarity and momentum.
I design with outcomes in mind. Great design is not only about form and function—it’s about how efficiently and effectively a product comes to life. A focused, transparent process leads to better decisions, fewer revisions, and stronger collaboration. The result delivers value to your users, team, and business.
Products are built from materials, form, construction, and finish, and each of these represents an opportunity. Color, graphics, trims, and textures are more than surface treatments; they are storytelling tools. When used intentionally, they add meaning, convey relevance, and spark desire. The power of great design lies in integrating these elements in a way that supports function and creates emotional appeal. That’s when a product becomes more than useful—it becomes something people want to own, use, and connect with.
What You Can Expect When We Work Together:
Strategic design direction aligned with your brand’s goals and customer needs.
Concepts and details that reflect how your product will be used in real life.
Tech packs and prototypes that reduce missteps and set your factory up for success.
Material and construction insight that helps you make better decisions—faster.
Flexible support across every phase: from ideation to sourcing to launch.
A collaborative, roll-up-your-sleeves mindset that keeps your project moving forward.
Let’s Work Together
If you’re building something and want a partner who shares your passion for the outcome, let’s talk. Explore my work or get in touch to start a conversation.