Results-driven Industrial Design leader with over 25+ years of experience in product development, team leadership, and innovation management. Expertise in scaling design and engineering teams, driving multimillion-dollar revenue growth, and delivering award-winning products in lighting, medical devices, and consumer goods. Proficient in research, concept sketching, 3D CAD, product visualization, engineering, prototyping, and manufacturing processes. Secured numerous design and utility patents, with a proven ability to lead cross-functional teams and manage end-to-end product lifecycles using both North American and Asian manufacturing. Work examples: id2products.com…

James Michael Lay

Results-driven Industrial Design leader with over 25+ years of experience in product development, team leadership, and innovation management. Expertise in scaling design and engineering teams, driving multimillion-dollar revenue growth, and delivering award-winning products in lighting, medical devices, and consumer goods. Proficient in research, concept sketching, 3D CAD, product visualization, engineering, prototyping, and manufacturing processes. Secured numerous design and utility patents, with a proven ability to lead cross-functional teams and manage end-to-end product lifecycles using both North American and Asian manufacturing. Work examples: id2products.com…

Available to hire

Results-driven Industrial Design leader with over 25+ years of experience in product development, team leadership, and innovation management. Expertise in scaling design and engineering teams, driving multimillion-dollar revenue growth, and delivering award-winning products in lighting, medical devices, and consumer goods. Proficient in research, concept sketching, 3D CAD, product visualization, engineering, prototyping, and manufacturing processes. Secured numerous design and utility patents, with a proven ability to lead cross-functional teams and manage end-to-end product lifecycles using both North American and Asian manufacturing. Work examples: id2products.com

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Language

English
Fluent

Work Experience

Principal/Owner at iD2 Products, LLC
September 1, 2022 - Present
Founded and lead a product design and development consultancy, delivering solutions for medical devices, EV charging, ag tech, veterinary care, and consumer pet products. Designed and launched the Paws-N-Pets Cat Play System, overseeing 3D CAD design, prototyping, manufacturing, and direct-to-consumer sales on Etsy. Directed end-to-end project execution, including supplier sourcing, client negotiations, and market strategy; provided Tier-One remote support for medical clients via Zoho Desk.
Director of Design and Development at KNOWBio, LLC
September 30, 2022 - September 24, 2025
Directed development of a patented light-based medical device for viral pathogen treatment, achieving successful clinical trials and supporting FDA De Novo submission (targeted 2025 launch). Designed FDA-compliant prototypes using injection-molded plastics and cast aluminum, optimizing manufacturability and regulatory compliance. Collaborated with scientific teams to streamline iterative development and reduce time-to-market; created concepts and samples and supported Asian and U.S. manufacturing, including final packaging.
Director of Design and Development at Revian, Inc.
May 31, 2020 - September 24, 2025
Led design and launch of the Revian Red Cap, the first wireless, app-controlled LED hair growth device; managed external engineering teams and scaled the internal team from 3 to 10+ members. Supported FDA 510(k) submission, clinical trial documentation, and DTC sales strategy via Amazon and the company website. Integrated UX/UI with mechanical engineering to deliver user-centric, market-ready products.
Manager of Advanced System Concepts at Cree Lighting, Inc.
July 31, 2015 - September 24, 2025
Led Cree Lighting's Advanced System Concepts team to develop IoT-enabled lighting, compact troffers, and aesthetic lighting, transitioning concepts to market-ready products. Established in-house prototyping, reducing outsourced engineering costs by 80% and time-to-market.
Manager of Industrial Design at Cree Lighting, Inc.
September 30, 2014 - September 24, 2025
Directed industrial design for 10+ product lines across industrial, architectural, and consumer markets; managed a $1.5M prototyping lab and formalized stage-gate processes to boost efficiency and innovation.
Manager of Mechanical Engineering at Cree Lighting, Inc.
September 30, 2012 - September 24, 2025
Drove division growth from $10M to $400M in revenue by launching seven indoor product families (downlights, PAR lamps, troffers). Managed 20+ designers, engineers, and technicians; oversaw US and Asian vendor relations, material sourcing, and UL/ETL/CSA compliance.
Manager of Design at LLF (LED Lighting Fixtures)
March 31, 2008 - September 24, 2025
Led design and engineering for the LR6 LED downlight, an industry-first and market-disrupting product; contributed to Cree’s acquisition of LLF. Collaborated with cross-functional efforts in marketing, sourcing, and operations for product launches.
Design Engineer to Manager of Industrial Design at Acuity Brands, Inc.
December 31, 2006 - September 24, 2025
Progressed from design engineer to manager, contributing to energy-efficient, functionally advanced products still in use today. Coordinated manufacturing & tooling across Asia, Mexico, and the U.S. for product launches.

Education

Bachelors of Industrial Design at Auburn University
August 1, 1988 - June 1, 1992

Qualifications

Industrial Design Excellence Award - Bronze
July 1, 2012 - July 1, 2012
Led team that designed the Cree CR24, CR22 and CR14
Industrial Design Excellence Award - Silver 2008
November 15, 2024 - November 15, 2024
Industrial Design Excellence Award - Finalist 2019
July 1, 2019 - July 1, 2019
Designer for Revian Red Hairgrowth System
25+ years Design Experience from concept to production
August 1, 1992 - November 15, 2024
FDA De Novo Submission Support
January 11, 2030 - September 24, 2025
UL/ETL/CSA Regulatory Compliance
January 11, 2030 - September 24, 2025
Patent Development
January 11, 2030 - September 24, 2025

Industry Experience

Consumer Goods, Healthcare, Manufacturing, Life Sciences, Professional Services, Media & Entertainment, Software & Internet, Computers & Electronics, Energy & Utilities, Transportation & Logistics, Retail
    paper Revian Hair Growth Medical Device System

    I was tasked with designing and developing a flagship hair growth product, powered by their patented dual-wavelength, light-based Nitric Oxide technology. The mission was clear: create a wearable, user-friendly device that tackled industry challenges with daily compliance while appealing to dermatologists and consumers.
    The result?
    A ground-breaking digital app-controlled device weighing just 0.34 lbs. This battery-powered innovation combines medical-grade LEDs with flexible circuitry in a comfortable, soft goods cap. It delivers a sleek, first-of-its-kind patented solution that redefines convenience and efficacy in hair growth therapy.
    https://www.twine.net/signin