"Breakthrough innovation is not the result of regimented procedures or antiquated siloed departments but rather the result of insightful questions framed to inspire and fuel highly specialized collaborators. The key is in "the framing" of the questions. This is where years of experience and design intuition come into play. There is no formula at work here but rather a deep multi-cultural understanding and real world manufacturing and engineering expertise - merged."

Design Entrepreneur Dario Antonioni | Founder + CCO
In today’s global marketplace, consumers are faced with an endless stream of choices. And while we’re all for options at dLab, we have noticed a kind of inertia setting in. Concerned about making the wrong choice in a cluttered marketplace, consumers will opt to choose nothing at all. And the last thing a brand needs is a paralyzed consumer. It’s what brands fight against, every minute of every day.
We believe the key to breaking through that state of inertia is emotive design, the most powerful differentiator brand managers have at their disposal. Where does design get all that power? From the emotions it elicits. Products and environments are more than merely objects and spaces. Products and environments are the filters through which consumers experience emotions.
When you touch an object, you have a sensory experience that leads, in turn, to an emotion. When you enter a room, its light, shapes and shadows variously elevate your mood or soothe your nerves. An environment can set off a cascade of emotional associations to the past, the present or the future. That’s what interests us about design—that capacity to affect the emotions of those who experience it.
These emotions are the most important touch-point a brand can leverage. When consumers interact with the emotional value of a product or a brand, they either connect to it, or not. At Orange22 Design Lab we strive to make sure those consumer connections are positive, powerful and—just as important—memorable.
We understand what cognitive scientists have known all along: people forget facts—but they have a virtually limitless memory for stories, particularly those that touch them emotionally. Through twenty years of design and production experience, we’ve refined our narrative-driven design process, translating literary conventions—idioms, symbols, plots—into the language of design.
That’s our story. How about we help you tell yours?
                     Dario Antonioni | Founder + CCO
Orange22 Design Lab Collaborators | Past & Present
In todays digital world creativity can be accessed globally with an effeciency never before possible. It is, from our experience, that world class ideas and solutions come from strategic collaborations. Orange22 dLab has cultivated global relationships with the worlds leading design thinkers and innovators across a wide range of disciplines. This allows us to assemble the dream team to tackle any problem your organization or start-up faces. 
We'd like to extend a heartfelt thank you to all of our past and present collaborators for their dedication and contributions to the ongoing success of our clients.
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