A Platform for Play
Company
Year
Role
Credits
Morf
2015-2020
Co-founder, Product & Brand Strategey, Industrial Design, Creative Direction, Engineering Direction, Packaging & Retail Design
Eitan Kramer, Dale Woiken, Frank Bleck
It began as a Modular Fitness System.
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In 2015, I met a former X-games pro skater turned fitness trainer. We discussed how we might bring our shared passions for action sports into the world of fitness and make workouts more engaging. It was all about change and progression so we named our company MORF. “More Fun” was an early tagline and the logo was inspired by an Indy grab, one of the first tricks you learn in almost all board sports.
More fun than fitness.
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We created a series of workouts utilizing the biomechanics of rolling, bouncing and balancing. They were adaptive and creative, which enabled a full range of exercises from light fitness to elite professional training. While shooting our videos for our Kickstarter campaign, our fitness models kept getting interrupted by local kids wanting to play with the gear. They were intrigued, excited and intuitively set up the system for all sorts of tricks and games.
As we neared the funding goal, we had a choice; we could complete the campaign and be locked into the fitness system, or follow our gut instincts to make Morf into something even better. What we were seeing with the kids in the park was the rare sort of viral desire that was too powerful to ignore.
So, we pivoted...
A Platform for Play.
Having already developed a working modular system around a deck with drop in components, we redesigned them around our favorite activities.
The new deck was based on a skateboard form factor with ports to accept an ecosystem of extensions. We’d launch with four unique play experiences and add more in subsequent seasons.
Four core modes
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Scoot to Start.
The rise in popularity of scooters made them an excellent entry point into the world of boardsports. An early brainstorm sketch captured a gesture that worked for our unique product architecture. The gesture was integral to the function of how the Scooter would ride, so I searched for geometries that would satisfy both performance and aesthetics. I created a longer wheel base with extended trucks and a cantilevered brake that passed through the deck plane.
Build, Brake, Repeat.
Revise.
Ride.
Lock and Release.
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Injection molded Polypropylene provided the best combination of strength and tolerances for the modular locking components in the deck and allowed us to mold in traction. The entire system revolves around deck ports that are keyed with 90 degree ramped rails. The extension drops in, is rotated and a spring loaded tumbler locks it in place.
A Great Skate.
The Skateboard configuration was key for legitimizing the Morfboard. It had to ride well, and handle anything kids would try in the park.
Super Bounce.
Every kid dreams of jumping higher. Could we make trampolines for your feet? The Bounce Xtension was a nod to the pogo ball toy of the 80s with a board sport flair.
A Simple Balance.
The Balance Xtension is simple and robust. We envisioned multiple evolutions to increase difficulty once kids mastered it.
Extending the line.
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To showcase the versatility of the system, We created new concept Xtensions. Our licensing partners were intrigued and supported design and prototyping two of the directions. We tested the SnowScoot in the mountains and the All Terrain Skate on both dirt and pavement. The A.T.S. was super fun with its over-sized wheels, higher clearance and steering linkage that provided a smooth, stabile ride at high speeds.
All Terrain Skate.
Morfboard debuted in late 2018 with premium placements at Target, Walmart and other large retail outlets. By the end of the next year it had been nominated for Toy of the Year and generated $20 million in revenue.
Coming soon
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After taking some time off from the project, we redesigned a new, more durable system that uses almost no plastic.
It launches in late 2024!