Joey Roth uses stories as the initial sketches for his designs. He thinks about characters, scenes, and conversations, then designs an object that will feed this narrative. He’s fascinated by the meanings that designed objects convey and by ritual behavior.

Roth used to be a student of creative writing, and loved it because it allowed him to construct entire worlds for his characters. He now tells stories through product design, and still strives to make each product an immersive world.

Source: www.joeyroth.com