CONSUMER PRODUCTS ONLY. Products or services designed for individual use with the intention of improving efficiency and productivity. Examples include: hardware tools, productivity applications, educational tools, etc.

2023 Tools Jury

  • Jury Captain

    Inna Lobel

    Design Director, Head of Industrial Design for North America, frog

    Inna is a design leader focused on designing thoughtful products and experiences. She is currently a Design Director at frog, and leads the North American Industrial Design and Product Design team, as well as the New York Ventures Practice (interim). Her work is cross-disciplinary, with clients ranging from pre-seed to Fortune 50 companies, and spans a broad range of industry verticals and product types, including consumer electronics, healthcare, and transportation. In addition to working with clients, she teaches entrepreneurship and human-centered design at NYU. Before joining frog, Inna architected next-generation technologies and brought many products to market as a senior member of Apple’s Product Design team. She is an inventor with multiple patents and a graduate of the MIT Media Lab. She is the winner of the 2022 Women in Innovation Rising Star Award.

  • Jury Member

    Jessica Covi

    Head of Design Identity, Design Media & Design Events, BMW

    Jessica Covi is an Austrian-born industrial designer who specializes in experiential and holistic product design. After her master's studies at the University of Applied Arts, Vienna, and working in Zurich, Switzerland, Jess moved to New York City to work as an industrial designer at the design firm, frog design. Before joining BMW Group she worked as a design consultant and creative director, with clients such as Google, Hyundai, Unilever, and Anheuser Bush inBev across industries including hospitality, architecture, consumer goods and retail.

  • Jury Member

    Jonas Damon


    Jonas Damon is an industrial designer and creative director, collaborating with startups and established companies through his New York City-based consultancy Office for Design. Jonas engages with a wide range of industries, including technology, personal care, furniture & lighting, architecture & construction, food & beverage, and retail & hospitality, interested in outcomes that explore aspects of discovery, engagement, and play.

    Prior to Office for Design, Jonas held leadership positions at Starbucks, where he founded the company's first internal industrial design team, frog design, where he led the firm's North American industrial design and mechanical engineering teams, and an earlier iteration of Office for Design.

  • Jury Member

    Kaitlyn Benoit

    Design Director

    Kaitlyn started her career at KitchenAid small appliances where she focused on building out the ecosystem around the Stand Mixer including attachments and specialty bowls. From there, she headed to Smart Design, taking a user-centered approach to work for clients like OXO, Gatorade, Leesa, Merck, Shark, Ziploc, Frabill, Tropicana and Caboodles. Most recently, she led the ID team at Rivian Automotive where she and her team expanded the vehicle’s ecosystem through a suite of Adventure Products, Chargers and vehicle accessories.

    When she’s not designing, you can find her exploring art museums and local running trails, seeking out the perfect cup of coffee or whipping up a new piece of clothing for her next adventure.

    Kaitlyn holds a BFA in Industrial Design from the University of Notre Dame. She is currently taking time off to travel.

  • Jury Member

    Marcelo Coelho

    Head of Design, Formlabs & Faculty, MIT Department of Architecture

    Marcelo Coelho is Head of Design at Formlabs and Faculty at the MIT Department of Architecture. Spanning a wide range of media, processes, and scales, his work explores the boundaries between matter and information, fostering new forms of collaboration between human and artificial intelligence.

    Marcelo’s work has been exhibited internationally, including places such as the Rio 2016 Paralympic Ceremonies, Times Square, The Corcoran Gallery of Art, Tel Aviv Museum of Art, and Ars Electronica, and can be found in museums, private collections, and millions of products sold all over the world. Recognition for this work includes two Prix Ars Electronica awards, Design Miami/ Designer of the Future Award, Red Dot Design Award, and Fast Company’s Innovation by Design Award. He holds a doctorate degree from the MIT Media Lab.