Priority Designs is an industrial design consultancy based in Columbus, Ohio. The team works with clients to help build “pretty much anything they need,” as prototype specialist Billy Rupe puts it. The company sees product design as a form of problem solving, and its role is to find solutions for customers. “Sometimes you can get buried in a CAD model,” said Senior Industrial Designer Ryan Berger. “With CAD, you have ability to infinitely zoom in and pan out, and you lose a sense of scale. You can lose the sense that you’re designing something that’s meant to be held in the hand.”