It's rare that products launched on Kickstarter actually take that crucial next step to become a full-fledged brand.

Prong – the New York City-based startup behind the revolutionary all-in-one iPhone charger case launched on Kickstarter just two years ago – called on the Industrial Design team at Code and Theory in the Fall of 2013 to try to break this norm.

This summer, Prong's totally-reimagined product – the Prong PWR Case – will be sold at Best Buy stores around the country.

Here's how it all went down:

Code and Theory


We approached the design of the new Prong PWR case with an “every line is there for a reason” philosophy.

This manifested itself in features like:

THE SHAPE of the camera detail – Where most protective cases feature an oval cut-out for the camera lens, the back of the new Prong PWR Case was sliced to eliminate the problem of glare in photos. At the same time, the design creates an iconic aesthetic that celebrates the iPhone's premium finish – this design feature alone creates an icon in a sea of sameness.

Code and Theory

THE DETACHABLE BATTERY PACK – Code and Theory worked with Prong to creatively engineer the product to separate so that the phone is usable while the battery is plugged into the wall. It’s a functional design feature that completely eliminates the need for an iPhone charging cable.

From a manufacturing standpoint, we also completely overhauled the technology within. A lean team of three – a mechanical engineer and two industrial designers – engineered a completely new printed circuit board from scratch, in two months. Until now, this technology didn't exist anywhere.

Just six months later, and the brand new Prong PWR case was ready for tooling.

Code and Theory

“The launch of the Prong PWR Case represents more than just building a beautiful, functional product that could potentially be used by millions of people – it was about solidifying Prong as a powerful brand."

 Jesse Pliner Co-founder, Prong

At launch, the case received high praise from the tech community, including Yahoo! Tech's David Pogue, and CNET's Rick Broida.

But the launch represented so much more than just introducing new features like the much-needed detachable battery pack.

This project was about helping the company pay closer attention to their entire user experience, and every use case imaginable.

It was about helping Prong have empathy for their customer, and delivering a smart product that could actually help make a difference in someone's life.

It is this thinking, we believe, that will help take Prong from just a clever start-up to a truly user-centered brand.

Code and Theory