Global Laundry Care Portfolio Bosch
2008 - 2024

As Design Lead for Bosch’s global Laundry Care category (2008–2024), I played a key role in redefining and modernizing the underlying design archetype of the brand’s washing machines and tumble dryers. The objective was to strengthen long-term brand recognition, future-proof the product identity, and align the design consistently with the broader Bosch Brand design language and strategy.

 A defining element of this transformation was the cross-category “Fusion Design” approach, which established a cohesive visual identity across the product range. Following approximately three years of development, the first product based on this new design language was successfully unveiled at IFA 2011. in All subsequent global generations we evolved this design archetype further, advancing it continuously in both technological innovation and formal design.

Across multiple product generations, my responsibilities – both independently and in close collaboration with my team – focused on several key areas.