Joseph Morin
Principal @Sophic Design
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WORK HISTORY
Principal @Sophic Design
Riverton, UT, US
Founder & Principal of Sophic Design, a product development firm that combines product-oriented consumer insights with unparalleled design services. At Sophic, we understand that the success of any product lies in its ability to meaningfully connect with users and these connections require an in-depth understanding of consumer behaviors, motivations, and market trends.
EDUCATION
Brigham Young University
BFA, Industrial Design, Manufacturing
Brigham Young University Marriott School of Business
Master of Business Administration - MBA
ABOUT JOSEPH MORIN
I help companies turn insight into products people actually want to live with.Most product failures aren’t design problems — they’re UNDERSTANDING problems disguised as design decisions. When you understand people deeply enough then the right solution becomes obvious.As Founder & Principal of Sophic Design, I work at the intersection of research, strategy, and industrial design — translating real human needs into thoughtful, commercially successful products. Over the past 20 years, I’ve learned that good ideas are rarely the problem. The real challenge is turning ambiguity into clear product direction — and carrying that vision through engineering, manufacturing, and launch without losing what made it compelling in the first place.I’m especially drawn to problems that sit between disciplines: new categories, evolving brands, or moments when organizations know they need to innovate but haven’t yet defined what that looks like. That’s where design creates real leverage — aligning customer insight, technology, and strategy into something tangible.My work starts long before sketching and doesn’t end at launch. Some days that means leading user research and defining new product opportunities; other days it means developing concepts, refining form and interaction, or working directly with technical teams and manufacturing partners to ensure the final product delivers on its original intent. I’m as interested in business outcomes as I am in aesthetics, because design only matters if it works — for users and for the company behind it.Along the way, I’ve helped global brands and growing companies launch award-winning products, define new product platforms, and uncover opportunities hidden inside user behavior and unmet needs. The goal isn’t just good design — it’s meaningful innovation that performs in the market and holds up long after the launch presentation is over.If you’re building something ambitious — or trying to figure out what you should build next — we’ll probably get along.Career Highlights- Strategic development of 3 (and counting) new outdoor product categories for Backyard Discovery - Helped open 3 new cooking categories at Traeger- Led commercialization of multi-product accessory platforms- Contributed to globally recognized products at JBL & Simplehuman- Award-winning work across consumer electronics, housewares, and outdoor categories
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