At Redfish, we see design as the catalyst blending the demands of business with the needs of users. Redfish serves the needs of our business partners through understanding and developing empathy for all players. We employ a helical development team model, where design is used as the catalyst to align the values of all constituents, from marketing, engineering, manufacturing, and service, around the users' needs, establishing a product language which resonates with the user, reinforcing the value of the brand.