Joel Escalona, Head of Product Design for NONO

PROJECTS

Jun 27

Creative direction and business development.

NONO is a furniture company based in Mexico City that has evolved into an international company with a focus on collaborating with other industry professionals, such as designers and architects, to create emblematic, modern, and honest products.

Joel Escalona is the Product Design Director at NONO, where he leads business strategy and oversees the development and execution of all brand and product design. He is responsible for driving revenue through new product development, optimization, cross-selling, innovation, and broader initiatives, using data-led consumer insights and consumer trends to inform NONO products, categories, and brand.

Joel's functions include developing and executing successful demand generation campaigns and implementing a service design strategy for high-price ecommerce that is focused on efficient client service and profitable product offerings. His current focus is on unifying the product assortment, sourcing strategy, and product development process to further fuel brand relevance, while also driving higher margin returns through vendor management, rigorous project management, and quality engineering.

This project involves a wide range of key activities, including business prototyping, growth strategy, brand strategy and positioning, design foundation, identity and design development, product design development, service and culture design, engineering liaison, and export packaging.