A Design That Beat the Best
Our Solution
How we helped a leading Inspection Equipment manufacturer move from competing on price to technological prowessÂ
The Result
A refreshed machine aesthetic that demonstrates
World class technological competence
The Story
Hyderabad-based MQS Technologies is a pioneer in advanced non-destructive testing (NDT) solutions. With a focus on innovation and reliability, the company develops high-performance X-ray inspection systems that serve leading automotive and manufacturing clients in India and beyond.
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Alloy wheels have rapidly moved from being premium accessories to standard equipment on both two-wheelers and passenger cars. With this surge in adoption, automotive OEMs face increasing pressure to guarantee flawless quality at scale. Even a small defect in a wheel can have catastrophic safety consequences. This makes automated inline inspection systems essential—they not only maintain consistency across production volumes but also communicate trust and technological sophistication to the global market.
From Price Competition to Trust
MQS Technologies approached us with a clear business challenge:
Their technology was already on par with Japanese and German competitors, but the industrial design of their systems didn’t reflect that reality. In global markets, capital goods are evaluated not just by performance but by how confidently the product communicates engineering excellence. Japanese and German OEMs had already set a design benchmark for heavy inspection systems, while Indian products often appeared utilitarian—leaving them to compete primarily on price. MQS wanted to change that perception.
OUR APPROACH
Designing for Global Credibility
We immersed ourselves in the MQWR 160U system—studying its workflow, user interaction, and engineering architecture. From there:
Industrial Design Refresh
Since technological constraints prevented us from experimenting with the form, we chose to treat the overall form as a canvas. Our designers used a combination of decals and colour schemes to ensure that the product looked technologically comparable with German and Japanese counterparts.
Engineering Collaboration
Our engineers worked hand-in-hand with MQS’s team, making subtle tweaks to areas like wheel ingress and outlet. This ensured that the design intent remained intact while manufacturability and timelines were not compromised.
Visualization & Marketing Assets
To help MQS compete visually in exhibitions and online, our visualization team generated a suite of photo-realistic renders of the MQWR 160U. These were used for brochures, web presence, and global marketing outreach.
Collateral for Exhibitions
Our design communication team developed clean, high-impact marketing assets tailored for trade shows and offline events—ensuring MQS looked every bit as global as their European and Japanese counterparts.
We helped MQS move from being seen as cost-driven to being recognised as technology-driven.
THE OUTCOME
A Machine That Looks Capable
The new design of the MQWR 160U system allowed MQS to:
- Project technological parity with global competitors.
- Elevate their brand perception from “cost-driven” to “technology-driven.”
Use new visual assets to strengthen sales conversations with OEMs in India and internationally.
Innovation Simplified for Product Teams
We help product teams unlock design, innovation, and predictable growth through practical, experience-led thinking and a full-stack service platform built to solve complex challenges.