Etalon founder Kristina Rudzinskaya.

Etalon models sporting the company’s flagship product.

Etalon, Mill Valley resident Kristina Rudzinskaya’s company centered around the posture of herself and her colleagues, has garnered a prestigious San Francisco Design Week Award for the Etalon Posture Bra and the whole project team for its ground-breaking design and commitment to thought leadership in meeting the needs of a positive future for society. 

Rudzinskaya launched Etalon, which means “standard” in French, in 2022, quitting her tech job to tackle poor posture developed due to unergonomic home workspaces and excessive time on our phones. She believes that healthy posture — and all of the benefits that come with it — should be the new standard. She seeks to help people improve their postures in a kind and enjoyable way via her patent-pending design that she says has garnered praise from leading orthopedists in the SF Bay Area.

SFDW Design Awards is an international design competition seeking to encourage thought leadership by supporting designers whose works can contribute towards a positive future for society. The Design Awards celebrates and recognizes exemplary work in all fields of design, including architecture, interior design, industrial design, communication design, and user experience design. 

Twenty-eight winning projects and seventeen honorable mentions were selected by a jury comprised of distinguished professionals, who reviewed submissions from an exceptionally competitive pool of applicants from USA, Europe and Asia.

Submissions in the following categories include: Architecture; Bio-Tech; Civic Design; Conversation Design; Communication Design; Data; Disaster Response; Future of Foods; FashTech; FinTech; Health and Wellness; Industrial Design; interior Design; IoT Internet of Things; Social impact; Student; Systems Design; Travel & Hospitality; Urban Mobility; UX User Experience; VR/AR/XR; and Wild Card.

The 2023 Design Awards were juried by top industry Bay Area professionals and seek to encourage thought leadership by supporting designers whose work can contribute to a positive future for society.

The 2023 SFDW Design Awards jury comprised top industry professionals: Audrey Liu: Executive Vice President, Head Of Design at Lyft; Kit Hinrich: Founder and Creative Director at Studio Hinrichs; Suzanne Tucker: Founder of Suzanne Tucker Home; Britt Lindberg: FAIA, Technical Director at Gensler and AIA Secretary; Vincent Braitwaithe: Executive Design Leader & Sr. Program Manager, Design Operations Github; and Shujan Bertrand: Founder of Aplat.

The 2023 winners’ entries are displayed prominently and permanently online at San Francisco Design Week.


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