Concept design services for founders.

Find out whether your product is worth building, and in what form, before real money goes into engineering and tooling. Research, three to five concept directions and one validated direction in CAD, in 4–6 weeks.

Book a free 30-minute callSee what you get

Free 30-minute concept review · NDA before you share the idea · You own every sketch

A wall of colour-coded sticky notes from a concept ideation session
60%

of founders change course at concept, the cheapest place to do it

3–5

concept directions explored before one is chosen

4–6 wks

from kickoff to one validated direction

1

validated direction in CAD, with drawings and an indicative unit cost

Trusted by global brands and 80+ founders

  • Panasonic, an Analogy Design client
  • Google, an Analogy Design client
  • Unilever, an Analogy Design client
  • Mondelēz, an Analogy Design client
  • Maersk, an Analogy Design client
  • Aprilia Racing, an Analogy Design client
  • Marvel, an Analogy Design client
  • Borosil, an Analogy Design client
  • boAt, an Analogy Design client
Dipal Gandhi, Founder, IdiyaFounder who started with an ideaDipal GandhiFounder, Idiya
“It is a pleasure working with Analogy Design team. The team evaluated the product idea in a very organized and professional manner. They are a talented and creative bunch that go above and beyond to design a perfect product. Very pleasant working experience. I will certainly be using Analogy Design services again.”

More founders on starting with us

The expensive mistakes happen before the first sketch.

They happen when an idea goes into engineering and tooling before anyone checks it’s the right idea.

A change at concept stage costs a conversation. After CAD it costs a week. After tooling it costs a new mould and eleven weeks. Concept design is where you find the problems on paper and in foam, not on the factory floor.

The idea nobody tested

Friends and family love it. Nobody has watched a stranger try to use it, or asked what they’d pay for it.

The competitor you found too late

Something close already sells online. Better to know in week two than after the tooling invoice.

The render that can’t be built

It looks great on screen, until the battery and the board don’t fit inside it. We check feasibility while we sketch.

The unit cost nobody asked about

If it costs $40 to make, it can’t sell for $49. You get an indicative unit cost before you commit to a design.

What concept design includes

Five pieces of work, run by the same senior team. Each one feeds the next, and each one can stop a weak idea early.

A designer writing on a sticky note during a discovery session

Research and strategy

We study how people use products like yours today, where the current options frustrate them, and who you’re up against. You leave knowing what to build and, just as usefully, what not to.

Weeks 1–2
01 / 05Next ↓
Overhead view of sketches, colour swatches and packaging models on a design desk

Ideation and sketching

Rapid ideation sprints put three to five distinct directions on the table, drawn by hand and in quick renders, so you compare real options instead of falling for the first one.

Weeks 2–3
02 / 05Next ↓
Packaging prototypes, colour swatches and sketches laid out on a workspace

3D CAD and CMF

The strongest direction goes into 3D CAD with colour, material and finish studies, so proportions, the parts inside and cost are checked before anything is made.

Weeks 3–5
03 / 05Next ↓
Concept sketches and 3D renders of a black and red backpack, compared side by side

Validation with real people

Concepts go in front of the people who would buy them: interviews, foam and printed models, and where it helps, a landing page or reservation test to measure real demand.

Weeks 4–6
04 / 05Next ↓
Six speaker grille textures explored as concept variations

Technical package and unit cost

One validated direction with technical drawings, ergonomic checks, vendor recommendations and an indicative unit cost: everything engineering needs to start without starting over.

Week 6
Next step: prototyping and MVP
05 / 05Next: how it runs ↓

Where it fits

Concept design is phase 1 of Product Path™.

It removes the first risk: building the wrong thing. Finish here and you can stop, raise money on the concept, or carry straight on into engineering with the same team.

Phase 1

Concept and strategy

This service. Find out what to build, and whether to build it, while changes are cheap.

Phase 2

Engineering and prototyping

The chosen concept gets engineered and built into a working prototype.

Phase 3

Manufacturing and scaling

Drawings, vendors and tooling, so the concept can be made at your price.

Phase 4

Launch

Packaging, campaign and go-to-market for the product your concept became.

Concept design, step by step

How the six weeks run

Four steps, about six weeks, and a decision at the end of each one. Swipe or scroll sideways, or jump to a step.

Discover

Removes the risk that you solve a problem nobody has.

A research board for a toothbrush: competitor products, user photos and notes
The decision

Who is this for, what job does it do for them, and what already exists?

You walk away with

User research, a competitive landscape, a feasibility check on materials and manufacturing, and a one-page brief everyone signs off.

How long

1–2 weeks

Good to know

Bring whatever you have. A voice note and a napkin sketch is enough to start.

Explore

Removes the risk that you fall for the first idea.

Sketch board exploring air cooler forms, annotated with sticky notes
The decision

Which of three to five directions is worth taking forward?

You walk away with

Three to five concept directions as sketches and quick renders, compared side by side against your brief and your target cost.

How long

1–2 weeks

Good to know

The favourite going in is often not the one chosen coming out.

Refine

Removes the risk that it can’t be built or used.

Sketched and rendered directions for a pair of smart glasses
The decision

Does the chosen direction fit the parts, the hand and the budget?

You walk away with

3D CAD of the chosen direction, CMF studies, ergonomic checks and an early design-for-manufacturing review.

How long

1–2 weeks

Validate and hand off

Removes the risk that you build it for nobody.

Two designers reviewing concept boards pinned to a studio wall
The decision

Do real users want it, and what will it cost to make?

You walk away with

User feedback, one validated direction in CAD, technical drawings, vendor recommendations and an indicative unit cost.

How long

About 1 week

Good to know

About 60% of founders change or pivot during concept. That’s the phase working, not failing.

Next step: prototyping and MVP

Is concept design the right place to start?

Usually, if nothing is drawn yet. If you’re further along, here’s where we’d point you.

An idea in your head and a few notes on your phoneConcept design
A sketch your friends love but no stranger has triedConcept design
Two or three directions and no way to chooseConcept design, ideation sprint
A concept you’ve already tested with buyersIndustrial design
Investors asking for something they can holdPrototyping and MVP

What concept design costs, before you have to ask

No hourly billing. After a free call you get a custom proposal for the concept phase, so you know the number before you commit.

Concept design is phase 1 of Product Path™. It usually starts around $10,000–$15,000 and takes 4–6 weeks.

Scope and price are agreed before the phase starts, and you can stop after it with everything you paid for.

What changes the price of a concept phase

Where your concept phase lands comes down to six things.

Electronics and connectivity

A board, a battery or an app means checking feasibility on the electronics as well as the form.

Number of directions

Three is usual. Exploring five widens the search and adds design time.

Depth of research

Desk research and a handful of interviews, or field visits to homes and clinics. We scope what your risk needs.

How you validate

Foam models are cheap. Printed models, landing pages and reservation tests cost more and tell you more.

What you bring

Existing sketches, research or CAD can shorten the phase. We’ll tell you on the first call.

Regulated use

Medical, children’s and food-contact products need standards checked at concept, not after.

What you can stop with

Every deliverable is yours: research, sketches, CAD, drawings and the unit cost estimate. Take them to investors, to another studio, or straight into phase 2 with us.

Not sure it’s worth a full phase? Start with a feasibility sprint

A small fixed-fee sprint answers one concept question in two or three weeks, such as whether the parts fit, whether it’s novel, or what it might cost to make. Start phase 1 within six months and the sprint fee comes off the price.

Why founders do concept design with a studio, not a freelancer

The people who sketch it will engineer it

So every direction is checked against how it will be built, not only how it looks.

Research and design in one team

The people interviewing your users are the people drawing the concept. Nothing gets lost in a handoff deck.

We’ll tell you if it isn’t worth building

About 60% of founders change course here. A hard conversation now beats a mould you can’t use.

Concept design: a freelancer, a big agency, or us
QuestionA freelance designerA large agencyAnalogy
Who checks the concept can be builtUsually nobody, until engineeringA separate engineering team, laterThe engineers who will build it, in the same review
How many directions you seeOne or twoSeveral, polished for the presentationThree to five, compared against your brief and target cost
What you get at the endSketches and rendersA brand-led concept deckOne validated direction in CAD, drawings and a unit cost
Will they tell you to stop?RarelyRarelyYes. About 60% of founders change course here

Concept design for US founders, without the Bay Area price

Concept work moves fast and needs quick decisions. Here’s how we keep it moving across time zones.

Concept reviews in your morning

Directions are shared overnight and reviewed live in your working hours, so a week of concept work never waits a day for feedback.

Your idea stays yours

NDA signed before you share anything. Every sketch, render and CAD file belongs to you.

Investor-ready without the Bay Area invoice

Senior concept designers at a fraction of San Francisco studio rates, so more of your seed round goes into the product.

Concepts we’ve shaped, by category

Wellness devicesFitness equipmentKitchen appliancesPersonal careSleep and comfortLifestyle electronics

Guides on concept design

Practical reading on turning ideas into concepts. All articles

ConceptWhat is concept design? A complete guideRead the guideConceptConcept sketching: from idea to validationRead the guideIdeasHow to invent an idea that can truly wowRead the guide

Concept design questions, answered

Something we haven’t answered about your idea? Ask us; we reply within one working day.

What are concept design services?

Concept design turns an early idea into a validated product direction: research into users and competitors, three to five concept directions, and one chosen direction developed in CAD with drawings and an indicative unit cost. It’s where you find out whether the product is worth building before engineering and tooling money is spent.

How much do concept design services cost?

Concept design is phase 1 of Product Path™ and usually starts around $10,000–$15,000 for 4–6 weeks. Electronics, the depth of research and how you validate move the number most. After a free call you get a custom proposal, so you know the price before you commit.

How long does concept design take?

Usually 4–6 weeks: one to two weeks of discovery, one to two exploring directions, one to two refining the chosen direction in CAD, and about a week of validation and handoff.

What do I get at the end of concept design?

Research findings, three to five concept directions, one validated direction in 3D CAD with CMF studies, technical drawings, vendor recommendations and an indicative unit cost. You own all of it.

What is a concept design review, and when should I book one?

A concept review is a free 30-minute call where we look at your idea, sketch or CAD and tell you what’s missing and whether it’s ready to move. Book one when the idea feels promising but unclear, before you spend on engineering or go to investors.

What is the concept design process for a new product?

Four steps: discover (users, competitors and feasibility), explore (several directions as sketches and renders), refine (the chosen direction in CAD with ergonomic and manufacturing checks) and validate (real users, cost and a technical package for engineering).

Is concept design software enough, or do I need a design team?

Sketching, CAD and rendering software make ideas visible quickly, but they don’t tell you whether people want the product, whether the parts fit inside or what it costs to make. That judgement comes from a team that has designed and manufactured products before.

What tools do you use for concept design?

Hand and digital sketching for ideation, 3D CAD for form and fit, rendering for photorealistic visuals, and foam, card or 3D-printed models for testing in the hand. We pick the tool that answers the question.

Can I skip concept design if I already have a design?

Sometimes. If your concept has been tested with users and checked for feasibility and cost, we can start at engineering. If not, we’ll review it on the first call and tell you which gaps are worth closing first.

What if concept design shows my idea won’t work?

Then the phase did its job. About 60% of founders change or pivot during concept, and finding out here costs weeks rather than a year and most of the budget.

Is my idea safe if I share it with you?

Yes. We sign your NDA, or send ours, before you share anything sensitive, and every concept, drawing and CAD file we make for you is yours.

Can we run concept reviews from the US?

Yes. Most of our concept clients are in the US and Europe. Directions arrive overnight and we review them live in your working hours.

What happens after concept design?

Most founders carry the validated concept into phase 2, engineering and prototyping, with the same team. You can also pause, raise money on the concept and come back when you’re ready.

Bring us the idea before you build it.

A sketch, a voice note, or a concept you can’t stop thinking about. In 30 minutes we’ll tell you what it takes to find out whether it’s worth building, and roughly what that costs.

If your idea isn’t ready for a concept phase, we’ll tell you what to do first.