Liana Delucca Johnson
CLIENTS :
Agency Aspect
CamelBak
Cole Haan
Cordura Fabric
Travelmore
+ more
I’m an industrial designer and product design leader with 20+ years of experience creating innovative consumer products, soft goods, bags, accessories, and performance equipment for global brands and entrepreneurial ventures.
My work sits at the intersection of elevated design, technical performance, materials innovation, and intelligent function. I bring a hands-on approach to design—from identifying consumer and market opportunities through concept development, CMF, materials, construction, prototyping, technical development, and commercialization.
Throughout my career, I’ve designed and developed products for The North Face, CamelBak, Cole Haan, Pottery Barn Kids, and other established brands and startups. My experience spans fashion and lifestyle accessories, technical outdoor equipment, travel, hydration, running, and performance products, giving me a broad perspective on how aesthetics, ergonomics, materials, manufacturing, and consumer needs come together to create meaningful products.
At The North Face, I led global bag and equipment design across lifestyle, travel, performance running, and women’s-specific equipment, collaborating closely with product development, materials teams, and international manufacturing partners. At CamelBak, I helped develop products across soft goods, hydration, bottles, and accessories while leading color and trend direction across multiple categories.
As Co-Founder and Design Lead of Agency Aspect®, I brought my technical product background into the fashion space, creating a modern handbag brand built around the idea that sophisticated design and performance-driven functionality can coexist. I led the product experience from consumer insight and brand direction through design, materials, development, manufacturing, and launch.
I’m equally comfortable setting a broader product vision and getting into the details—sketching concepts, refining proportions, developing materials and color, solving construction challenges, reviewing prototypes, and working directly with development and manufacturing partners. I enjoy collaborating across disciplines and mentoring designers while staying closely connected to the work itself.
In addition to my industry practice, I teach Industrial Design at Diablo Valley College, where I mentor emerging designers in design thinking, sketching, digital tools, 3D development, and the process of turning ideas into thoughtful, manufacturable products.
I’m continually inspired by the intersection of design, fashion, performance, culture, materials, and the way people move through everyday life. Whether developing a technical performance product or a refined everyday accessory, my goal is the same: to create products that are purposeful, intuitive, beautifully considered, and built to last.
EXPERTISE
Product Design + Strategy · Design Leadership · Soft Goods + Accessories · Performance Products · CMF + Materials Innovation · Consumer + Trend Insight · Ergonomics · Concept Development · Technical Development · Global Manufacturing · Commercialization