REFRAME: Turning challenges into opportunities: The Transformative Power of Design

Zurich-based design studio REFRAME works with groundbreaking start-ups and global leaders like JURA, FIFA, ETH Zurich, and MIGROS. We talked to REFRAME’s founder about how the studio uses creativity, precision and a global perspective to transform products and brands, turning challenges into significant opportunities.

Beginning his career as a polymechanic apprentice, working hands-on in the engineering world, the trajectory of REFRAME founder J. Roberto Inderbitzin could easily have remained industrial. “But my heart was always drawn to creating, shaping, and finding new solutions,” Inderbitzin remembers. That passion remained, and in 2010, he completed his Master of Design at Zurich University of the Arts.

Inderbitzin’s multicultural upbringing – shaped by years spent in Mexico, Switzerland, the U.S., Portugal, Germany, and Sweden – and his experience working for global brands gave him a keen international perspective. This perspective also fueled his vision when he founded his design studio, REFRAME. “I aim to create products and experiences that are functional, relevant, long-lasting, and emotionally engaging – helping businesses drive innovation and growth locally and around the world,” he explains. “The name REFRAME reflects my belief that it’s often not about inventing something entirely new but rather adopting a new perspective to uncover solutions that have remained hidden until now. By ‘reframing’ problems, innovative approaches emerge that address the core of a challenge and deliver bold, fresh answers.” “Sometimes, we don’t need to reinvent the wheel – just make it roll smoother.” A good question to ask yourself is: What existing resources or technology can we leverage?

Roberto Inderbitzin.

‘Challenge your product’

REFRAME approaches each project as an opportunity to deliver value and positively impact the world since outstanding design is always about enhancing the quality of life.

“What excites me most is the transformation process: turning a challenge into a functional, aesthetically beautiful solution that brings business success. Its usability simplifies complex processes while ensuring longevity,” Inderbitzin explains. He continues: “Our flagship service, ‘Challenge Your Product,’ analyzes products to identify the potential for design innovation, sustainability improvements, and enhanced user experiences. We combine storytelling with design, crafting narratives and analogies to make products relatable and easily understood.”

Reframe studio.

Questions Inderbitzin uses to evaluate products or ideas are ‘What value does this solution bring to the customer?’, ‘How can this advance business goals?’, ‘Why does this problem exist?’ and ‘Who is the customer, and what are their core problems?’. Understanding the needs and pain points of the target audience is fundamental.

But Inderbitzin, Sabrina Storchenegger and his team don’t just address surface-level issues; they challenge assumptions and envision what a product could be. “Every project tells a story – from a client’s vision to the user experience and ultimately to the impact the product has on people’s lives.” Working with the latest tools, such as virtual reality technology and additive manufacturing, and collaborating with an extensive network of specialists across engineering, science, and the arts, REFRAME aims to design strategically designed and future-proof products.

Roberto and Sabrina.

Driving innovation through collaboration and visionary Swiss design

Its forward-thinking approach has made REFRAME a valuable partner for international brands and leaders. Inderbitzin works with executives eager to lead their industries through innovation, with start-ups aiming to bring bold visions to life, and with established brands seeking to redefine their products.

Names like MIGROS, JURA, WETROK, Carl F. Bucherer, and FIFA proudly feature on REFRAME’s client roster, reflecting the studio’s unique ability to merge creativity with business strategy. “I’m not your Design guru,” Inderbitzin explains. “Collaboration is at the heart of our process because I firmly believe that working together is the key to success – just as a conductor is not the first violin but brings the orchestra together to create harmony and an unforgettable experience.”

It’s not just Inderbitzin’s perspective: McKinsey’s study, ‘The Business Value of Design’, underscores the value of design as Inderbitzin points out. Companies that integrate design into their strategies or have designers in C-level positions achieve 32% higher revenue growth and 56% greater shareholder returns than their peers. These results highlight the tangible impact of embedding design at the core of business operations.

Exploring ideas and sharpening perspectives

Inderbitzin’s involvement in masterminds like the Sims Distillery, a business group for leadership and entrepreneurs, highlights his dedication to staying ahead of the curve. These dynamic discussions refine his disruptive thinking and infuse fresh inspiration into the studio’s projects. But it doesn’t end there. Inderbitzin extends his passion for design and curiosity through his podcast, ‘Conversations with Roberto’. The show is a space for knowledge-sharing and inspiration, designed to feel like a friendly conversation over a bottle of wine.
In each episode, he engages with global thought leaders, entrepreneurs, and creative minds who have shaped our world. Previous guests include former Chief Evangelist at Apple Guy Kawasaki, Jay Samit, the godfather of digital media, and Rebook founder Joe Foster.

These conversations delve into the intersection of design, experiences and business strategy. As Inderbitzin emphasises: “It’s about sharing ideas that inspire companies to create iconic products and experiences. The podcast invites thought leaders and innovators to explore the transformative power of design.”

Reframe studio.

Web: www.reframe.design