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Michael Schmidt has come up with a winning formula for the code2design way of working: “Taking a 360-degree view on design projects”. The designer says of his strategy: “Our holistic 360-degree approach to design projects enables us to tap into the emotional value that motivates future decisions to purchase”. As a result of this, Michael Schmidt and his design studio are able to create products with personality, products that tell a story. “In the same way that we enjoy the company of interesting, fascinating people, we also prefer products with appeal and objects with charisma. This elusive quality makes objects desirable, it is vital to the success of a product and for building a brand”.