Hi! I’m Goktug (Goku), a Turkish-American innovator with a collection of awards, patents, and a decade of building what’s next.
What I do best? I bring clarity to complex problems—through form, function, and products that matter. Creativity is present in every product and detail - and that's the spirit of CreativeNorm.
What am I known for? The police and firefighter radios you see out in the world. I’ve had the privilege of leading the design behind the entire portfolio below—built in collaboration with amazing teams and relied on by millions. Whether it’s the green or black ones, next time you spot one, feel free to say, “I know the designer.”
30+ Awards
38+ Patents
26 Utility
12 Design
This site features a selection of projects that demonstrate innovation across three key pillars: Interface Innovation, Hardware Architecture, and Industrial Design Language
Each project includes deeper insights into process, strategy, and execution — highlighting how form, function, and innovation come together in real-world products. To learn more about my approach and methodology, explore the design process below.
(New AI workflow coming soon)
Projects
XE FIREFIGHTER RADIO
Designing for fireground chaos demands more than specs — it requires real robustness. I led the industrial design to deliver performance under pressure, without compromising usability or form.
This is for high-velocity human factors — because when it matters, failure isn’t an option. When users reach for a button, they know exactly where it is. Glove-ready controls, reinforced bumpers, NFPA compliant. Survives 40-foot drops, -20°C cold, and nonstop impact. Every detail came from field testing with real firefighters.
This is rugged, real-world design.
TLK 100
The TLK 100 is simple, tough, and everywhere — Apple Stores, Walmart, Target, you name it. I led its industrial design to deliver clarity and reliability in a compact form that works across continents.
It features a innovative dot matrix display UX for max durability — no glass to crack — and a stripped-down UI built for ease of use. Designed for distributed teams, it blends the feel of a two-way radio with the reach of global cellular.
No extras. No learning curve. Just press and talk.
LEX L11
Is it a smartphone? Not really. The LEX L11 redefines rugged devices as the market's first wearable, purpose-built smartphone for public safety. It offers quick-access controls like push-to-talk (PTT), programmable buttons, and a channel rocker for effortless communication. Its modular design, featuring an 80-pin connector, supports custom modules tailored to operational needs, delivering flexibility beyond standard smartphones. With seamless integration into LTE networks and traditional radio systems, the LEX L11 ensures reliable communication and advanced software functionality for high-stakes environments.
APX NEXT
AI-powered and purpose-built, the APX NEXT reimagines two-way radios with a focus on intelligent design. Recognized as one of Fast Company’s top 10 most innovative products, it combines touchscreen and voice interfaces with LTE backup and evolving AI-driven capabilities, such as video, data analytics, and voice queries. Every aspect of the design balances ruggedness with usability, ensuring quick communication in high-pressure situations. The APX NEXT sets a new standard in public safety communication, merging advanced technology with industrial design for seamless, future-ready performance.
EVOLVE
Evolve revolutionizes intrinsically safe technology as the smallest high-performance LTE handheld tailored for industrial resilience. Breaking from conventional designs, it seamlessly integrates radio controls into a sleek smartphone form factor, ensuring safety compliance and an enhanced user experience. Beyond its compact aesthetics, Evolve blends Android's data capabilities with rugged reliability for business-critical environments. Its patented two-sided construction optimizes audio performance, making Evolve a transformative industrial design, reshaping communication in challenging and hazardous conditions.