I’m Hrag Nassanian—an industrial designer and soft goods consultant with over 25 years of experience turning product ideas into market-ready realities.
If you’re looking for a design partner who treats your project like their own, you’re in the right place. I bring a unique blend of design leadership, development expertise, and hands-on execution to every project, helping brands bring thoughtful, high-performance products to market.
I specialize in bags, accessories, and technical carry goods. Whether you’re building from scratch or refining an existing line, I work with you to clarify the vision, solve problems, and bring ideas to life—efficiently, thoughtfully, and with care.
I collaborate with early-stage startups, established brands, and premium manufacturers to create products that perform, resonate, and stand out. As the founder of WAYFINDER, a minimalist carry brand, and a former design director at Nike, I’ve seen the product lifecycle from every angle—and I know how to guide a project from idea to reality with clarity and momentum.
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.
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.
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.