Belkin, the epitome of LA-based design excellence, had acquired a brand with its own powerful design heritage. Linksys had a long reputation for technical reliability and confident form language. Their existing router captured that legacy: an ultra-minimal, monolithic column shaped by pure geometry and precise manufacturing. It stood in stark contrast to the expressive, feature-heavy tech of its era.
Our brief was to honour that legacy while preparing the brand for what came next. As Linksys headed towards a full brand refresh across all communications, the industrial design needed to evolve in step.
Our work began with an exploration of how to keep the precision and purity that defined Linksys while giving the design a more domestic presence. Close collaboration created a shared momentum. Conversations moved quickly, ideas were tested freely and we were encouraged to push further at every turn.
Early concepts were architectural and sculptural – clear, confident forms. But the team still needed a signature element that could anchor the brand and scale across future products.
As we reviewed the initial explorations, a motif surfaced as a promising direction. We stripped it to its essential geometry, refining every curve and junction until it felt instinctive and unmistakable Linksys, balancing brand heritage with a warmer, more domestic sensibility.
From there, our focus shifted to development. Working alongside engineering, we prepared the design for OEM handoff, elevating every surface, edge condition, and tooling choice. Linksys upheld that intent through production, ensuring the final product reflected the clarity and restraint established at the concept stage.
The result delivered on multiple fronts. Launched with a full brand refresh, it became a commercial success and gave Linksys a design foundation their internal team could build on for years ahead.
