Marine
Axis Drive Propulsion System
Axis Drive Propulsion System
ROBRADY’s multi-disciplinary team’s considerable design, mechanical engineering and marine industry experience helped a marine startup make a big splash in the market.
As a startup, Caudwell Marine needed an aesthetic to match their paradigm-shifting Axis Drive propulsion technology as well as branding to them apart in the marketplace.
ROBRADY leveraged extensive experience and expertise in the marine industry as well as our appreciation for the symmetry between design and mechanics to create a distinctive brand that adorned this new propulsion technology from the propeller to the controls.
Considering a multitude of factors such as heating and cooling tolerances, the unique 45° orientation of the engine and single vs. twin propeller configurations, we designed distinctive appointments throughout the ship from the engine and gimbal covers to the striking, cast stainless steel housing of the binnacle—every element forming a distinctive, high-end brand presence.
But our involvement went deeper, even into the mechanical processes. Working closely and virtually with Caudwell, our engineers assisted them in executing and integrating the design with their technology.
Finally, we helped Caudwell bring their revolutionary propulsion system to market through our design work, mechanical expertise and addressing of domestic and international compliance standards and helped them better understand the market itself. By conducting numerous focus groups and consulting marine resources throughout the design process, we maximized product appeal and functionality for the American consumer.
Caudwell successfully launched their product to commercial and critical acclaim, garnering a South African Boating Award for Most Innovative Product/Design of the Year.
