I believe the best technology is the kind you barely notice, the kind that quietly supports you without demanding your attention.

That’s exactly what guided my work with NDO, a company developing a low-tech headset designed to help people leave their phones behind and stay present during workouts.

From the start, we knew this wasn’t about adding features, it was about removing distractions. We focused on creating a product that felt intuitive, weightless, and invisible in use. The CMF strategy was built around that idea: neutral tones, transparency, soft-touch materials, and a form that hugs the ear like a second skin. No screens. No pings. Just workout.