For its first foray into the consumer electronics space, maverick super-brand Virgin partnered with ECCO Design to introduce a new line of "lifestyle electronics" aimed at the youth market and professionals on the go. The new 15-piece line, Virgin Pulse, puts a premium on design, ergonomics, and user-friendliness.

Consumer research, industry feedback and a thorough investigation of the Virgin brand strategies were the driving factors of ECCO's design of the new product line. Through the preliminary rounds of consumer research and ideation, ECCO's product development focused on refined ergonomics, mutable styling and effortless functionality. The resultant line reflects the high degree of research in the discovery phase of product design.

Dual headphone jacks, product clips, hand straps, easy grip rubberized paint, large button functionality, hand molded forms, and even washable earbud caps demonstrate Virgin Pulse's emphasis on innovation through ease of use. “Brilliant blue” backlit screens, silver paint juxtaposed on rubberized paint for a "velvety" feel and tactile grip all give the product line a further degree of identity with the Virgin Pulse brand and distinguish the inherent quality detailing throughout.

The design team created clean simple forms for the line. Comfortable control buttons surround the LCD display on all five products and share a distinctive teardrop-shaped button that processes several functions, including "play", "talk", or "call", depending on the product. The layout is configured to be instinctive; something the user can operate without necessarily having to look at.

Most of all the Pulse line is about personality. The products greet the user as being instantly recognizable and likable, as if they were a new friend. This is achieved by keeping the design thread consistent and simple while not sacrificing functionality.