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London’s Native Design Studio is the first British agency to win IDEA Gold and Best In Show at the IDSA International Conference.

Native is a cornerstone of London’s world-class design and innovation scene. For nearly two decades, Native’s Shoreditch studio has been synonymous with design excellence – and with global ambition – producing category-defining products and services for many of the world’s best-loved brands.

Native’s creation of Coloplast’s Design DNA won a Gold International Design Excellence Award (IDEA) for Design Strategy. Noted for its rigour and thoughtfulness, the IDEA – now in its 35th year – is widely recognised as one of the world’s most prestigious design competitions. The design was also selected as overall Best In Show at this year’s Industrial Designers Society of America (IDSA) International Conference 2015 in Seattle – Future of the Future.

Created by Native for Coloplast, the Design DNA sets a new standard for products and services that make independent living easier for people with intimate healthcare needs.

“For many people, these intimate healthcare products are the difference between life and death,” says Morten Warren, CEO, Native Design. “We pushed beyond basic utility, using design and innovation to create products that restore emotional dignity and enable people to live a normal life again.”

The Design DNA has been so successful for Coloplast that it is now embedded in the culture of the company worldwide, not only for designers, but for everyone engaged in the creation of innovative physical and digital products and services for ostomy care, urology and continence care, and wound and skin care.

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Forbes named Coloplast the world’s 12th most innovative company in 2014; and patients have ranked Coloplast as the best MedTech company for the fourth straight year according to a report released this month.