Singer SE300 Sewing Machine – Red Dot Award Winner

PD2016_RD_line_CMYKOptimal Design was selected as Singer’s exclusive design partner after an extensive vetting process featuring firms from around the world.

Tasked with balancing over 100 years of heritage in developing the visual brand language (VBL) and GUI for the next generation of sewing machines, Optimal Design embraced the challenge and delivered stunning results.



  • User Experience Research
  • Human Factors Engineering
  • Industrial Design
  • Mechanical Design
  • Functional Prototypes


Product Highlights

  • Responsible for Housing Design through Production
  • Touch Screen Integration
  • Full Development of Singer’s first Visual Brand Language
  • Custom GUI Development
  • Vibration Analysis and Engineering Improvements
  • Industrial Design Capture and Housing Development