Helping realize a radical idea—TV as a platform, not a purchase
About the Client
Telly is a startup redefining how people access smart TVs. Instead of selling hardware, Telly gives its dual-screen 55" TV away for free—with a second display dedicated to real-time, interactive content and advertising. It’s a bold, ad-supported platform that challenges the traditional TV business model.
Project Brief
Design an all-in-one product that integrates a main display, secondary screen, and full-width soundbar—while keeping the footprint minimal and the form visually clear. The goal: make a highly functional TV people actually want to live with, despite its radical new monetization model. My role extended across hardware design, remote design, and packaging.
Key Challenges
Three core components, one coherent body Integrating two screens and a soundbar required a layout that felt intentional, not blocky. Visual clarity between display zones was key to preventing the form from feeling monolithic.
A soundbar full of surprises The soundbar presented one of the most complex design hurdles. Collaborating closely with the OEM and sound engineers, we refined driver placement, acoustic volume, and mechanical layout through multiple iterations.
Sensors and cameras, seen but subtle The TV includes front-facing sensors and a camera system. These needed to be present and functional—but visually balanced, so they didn't dominate the design.
Process
Aligning with the brand vision Collaborated with Telly’s brand director to express their bold, platform-driven identity through proportion, detailing, and finish selection.
Prototyping the full configuration Iterated on layout strategies to separate the main display, secondary screen, and soundbar—creating a structured yet unified front face.
Modular Testing Worked through multiple mechanical and acoustic constraints to fit a five-driver soundbar seamlessly into the frame. Designed the remote to match the TV’s visual language and usage flow.
Visual Refinement Extended the product experience into the unboxing—developed consumer packaging that reflected the TV’s layered, forward-thinking character.
Solution
A TV that looks as forward-thinking as its business model The final product blends form and function into a clean, structured layout. The two displays are clearly defined, the soundbar is seamlessly integrated, and the product reads as unified—not stacked.
Invisible complexity, visible clarity Sensors and ports are tucked into the form with purpose. From the front, it feels simple and smart—even though it’s working hard behind the scenes.
Recognition Telly’s design was recognized with a Red Dot Award in Product Design, validating both the innovation behind the concept and the execution of the hardware itself.
Bringing bold new business models to life through design?
Let’s create products that make unconventional ideas feel intuitive, desirable, and ready for the real world.
