“The goal was always to amplify design’s value — not just make pretty stuff.”

We’re kicking off Series 3 with a true heavyweight in the world of industrial design — Brett Lovelady, founder of the legendary ASTRO Studios and spin-off brand ASTRO Gaming.

Brett has spent three decades leading design, brand, and product strategy for culture-shifting companies like Nike, Xbox, HP, Sony, Dell, Logitech, and many more. His work has helped generate over $100 billion in new revenue for clients worldwide, and shaped some of the most iconic tech and lifestyle products of the last 30 years.

In this conversation, we unpack the story behind ASTRO’s rise, how ASTRO Gaming became one of the most respected brands in gaming hardware, and what Brett’s learned from building design-led companies from the ground up.

Brett’s focus is now on collaborating with founders, investing in design-led innovation, and helping creative people have more impact — without losing the soul of what makes design matter.

Key Takeaways:

🛠️ From agency to venture – How ASTRO Studios evolved from consultancy to brand builder

🎮 ASTRO Gaming's origin story – What happened when designers built their own product company

🎯 Design with conviction – Why standing by your ideas is as important as listening to users

📈 Design drives value – How design leadership contributed to billions in revenue for global clients

🔁 Building and exiting – Brett's experience co-founding and exiting multiple VC-backed companies

👥 People, not just projects – Why mentoring, team culture, and design communities matter more than ever

📌 Memorable Quotes:

💬

“Designers don’t have to wait to be asked. They can originate ideas, shape strategy, and lead.”

💬 “We weren’t chasing scale, we were chasing significance.”

💬 “If you want to build a great culture, start with trust and shared ambition.”

💬 “We built ASTRO Gaming with conviction. We used our own money, took risks, and made decisions quickly — like a product company should.”

Resources & Links:

🌍 Connect with Brett Lovelady on LinkedIn

🌍 Follow Brett's new studio - AllStar Design

🚀 Explore ASTRO Studios

🎥 Watch full episodes on YouTube

📸 Follow on Instagram

🎵 TikTok: @_whydesign

👥 Join the Why Design community: events, huddles, and workshops → teamkodu.com/events

🔗 Follow Chris Whyte on LinkedIn → linkedin.com/in/mrchriswhyte

🎧 Listen to Why Design on Spotify, Apple Podcasts, YouTube, and Amazon Music.

💬 PS – Subscribe so you never miss an episode!

About Kodu

Why Design is produced by Kodu, a recruitment partner to ambitious hardware brands, design consultancies, and product start-ups. We help founders and teams identify, attract, and hire the best talent across industrial design, mechanical engineering, and product leadership. Learn more at teamkodu.com.