From 2011-16, I was tasked with designing + engineering all ADV.1 wheels. I also developed the company’s internal processes and standards. During that time sales grew from $250K to over $1M / month.

Building a Luxury Brand

My work with ADV.1 Wheels started while I was employed with the company who manufactured their wheels, MHT Wheels, in California. From there I was recruited to ADV.1 as head designer and engineer.

Design & Engineering

adv.1 wheels

Right away I updated the company’s 6 initial designs and designed 9 new styles. I also developed 2 new wheel configurations, now commonly found in the industry.

(More on that in the last section, below.)

When I joined ADV.1, the company was quickly becoming one of the most famous wheel brands in the world. However, design standards did not exist, and lead times were about 6 months. I was juggling design, engineering, production, and new development, while catching up on a large order backlog.

One of my solutions was to revamp the design catalog, creating design families: a series of designs with different overall shapes, but consistent parameters and details. This simultaneously created a consistent brand language and decreased turnaround time for orders.

Lead times went from 6 months to 3-6 weeks.

Processes & Standards

Simplifying the engineering process was also paramount to decreased lead times. I created the company’s engineering standards and workflow, while putting together and training new team members in the production process.


  • Created design families for consistent brand design language
  • Assisted the production department by creating production drawing CAD standards
  • Simplified drawing standards by eliminating legacy drawing features
  • Developed reusable programs via pre-determined feature blocks
    • Pre-engineered face views
    • Created semi-custom profiles

Industry Innovation

Over the next five years, I designed and engineered several other products, including two entirely new wheel configurations:


The MV2 fuses a monoblock style outer with a standard step lip inner barrel. This configuration offers Monoblock looks and drivability, with modular flexibility and efficiencies.


  • Wider range of sizes and profiles
  • Optimized fitments and almost universal car compatibility
  • Significant decrease in supply complexity


The Trackspec configuration uses a center similar to traditional 3-piece step lip wheel, but extends the ends of the spokes all the way to the rim, for a longer, floating spoke effect.


  • Uses traditional modular construction, yet looks like a larger wheel
  • Leverages existing parts + forgings
  • Enables unique stylistic details not possible with traditional offerings

MV2 and Trackspec wheels from 18-22″ diameter can be created using a total of 9 forgings. To do the same with traditional 3-piece and Monoblock wheels would require more than 50 unique forgings.

My method of developing Standards & Processes for ADV.1.