For Joey Ruiter, the joy of the design process is seeing around what is expected. Founder and design lead of jruiter + studio, Ruiter can’t wait to strip a machine down to the bare parts, to ignore the accepted norm and to start over. From office furniture makers and power boaters to urban fashionistas, Ruiter helps businesses re-conceptualize their products to present today’s design-savvy public with a fresh look at what’s next. A recognized rising talent, Ruiter sold his first office chair design before he earned his diploma from Kendall College of Art and Design. He won his first Best of NeoCon® Gold award just two years later. You can find this owner of 25+ design patents in Popular Science, Metropolis and Discovery Channel’s Geek-Week, meeting with industry leaders or doing what he likes best – creating inspiring products from his studio in West Michigan.