Industrial Design – Visual Brand Language for Enterprise IT Products

A completely new look and feel for an entire product line

Client – Cradlepoint – an established business

Expertise Applied


Cradlepoint is an undisputed leader in enterprise networking and routers. As they started to develop their next-generation 5G endpoints, their marketing group decided it was time to define a new look as forward-looking as the 5G itself. Since Cradlepoint already had worked with SGW Designworks on other enclosure design and engineering projects, they felt confident engaging for this new, larger effort.


SGW Designworks developed new enclosure designs in close collaboration with Cradlepoint engineering and marketing teams. The resulting designs would need to carry the brand’s identity, provide specific functionality, and meet cost targets.

IT Hardware Industrial Design
New VBL for Enterprise Endpoints

Results / Outcomes

  • Six new products launched incorporating the new Visual Brand Language


Cradlepoint had a robust product roadmap in mind, with many products to be launched for different use cases. The product family would be broken up into a few sub-groups. Those groups would need to have a different look from one another, but also carry some common design elements. A complete brand language would need to be developed to cover not only imminent products, but also future products that had not yet been defined. The brand language would need to be compatible with the enterprise space, transportation, and other applications. On top of this, extreme durability would need to be baked-in to all of the products. Other design considerations included:

  • Mounting considerations for structures and vehicles
  • Heat management, including incorporation of cast heat sinks
  • Multiple external and internal antennae
  • A multitude of internal PCBA combinations
  • Incorporation of Cradlepoint branding
Enclosure Engineering
Exploded view showing seal solution

This type of project requires active engagement between SGW Designworks and the client. SGW’s development team worked directly with marketing executives and r&d leaders throughout the effort.

The products included in this effort were launched between 2019 and 2021. SGW Designworks and Cradlepoint continue to collaborate on multiple projects that focus on industrial design and engineering for enterprise IT equipment.

Cradlepoint 5G 2021
Cradlepoint 5G products

Hardware Developed Technologies Leveraged
Enclosure AestheticsKeyshot Rendering Engine
Enclosure Sealing for IP RatingsFDM 3D Printing
Integrated Cast Heat SinksSolidworks 3D Modeling
IP Rated Connector IntegrationSolidworks Simulation / FEA
Injection Molded Plastic PartsAdobe Creative Suite