how we help
through innovative product design, We create experiences that surprise, delight and matter. we help people who want to make things, make them better.
solution obsessed
We help product development teams and projects turn complexity and uncertainty into clarity, momentum and opportunity.
using strategy, prototyping, testing, and design to make things feel less chaotic and more doable. It’s about iterating to find the right direction early, moving quickly, and building confidence as you go.
how we’re different
We offer full-service capability without the overhead, complexity or intimidating nature of a larger agency.
We’re flexible, collaborative, and genuinely invested in your success. we understand and can navigate the unique nuances of both in-house and start-up teams. we bring a fresh perspective, listen carefully, and work with you to create smart, creative solutions that actually work.
why it’s valuable
the early process, decisions and guidance matter most.
We help you move faster, stay focused, avoid unnecessary costs and hidden pitfalls, and build something that’s not just desirable, but also commercially viable and ready to scale when the time’s right. most importantly, to do good work, have fun doing it and create solutions that sell.
capability
our network of Best in class, top-tier & extra nice suppliers and capabilities is ready to support your projects R&D activities, experiments & initiatives.
design resources & services
concept generation & ideation
design for manufacture [dfm]
class-A surface modelling
specialist SME network
rapid prototyping & visual models
project, product & production management
strategic resources & services
research & insights
design thinking & innovation strategy
user experience [ux]
electronics & firmware architecture
component & supplier sourcing
digital FEA & CFD analysis
fabrication resources & services
cnc machining
extrusion
injection, Blow & rotational moulding
3d printing
die casting & forging
sheet metal bending, stamping and deep drawing
we help you create valuable & defendable IP assets
your next steps
it’s easy to get started with extra nice projects
just fill in the form and we’ll get back to you within two working days
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a note from extra nice founder
I’ve spent the past 2 decades developing and launching all sorts of products within all types of organisations.
I started Extra Nice Projects because I wanted to try something different. Combining sharp strategy and execution, with care, creativity and fun. Extra Nice is about helping good people and ambitious ventures turn early-stage ideas into clear, testable and buildable solutions. It’s about working in a way that feels human, collaborative, and genuinely helpful, so that building something new doesn’t feel overwhelming. it can be an extra nice experience.
Outside of extra nice projects, I teach design at the University of Canberra and mentor, advise, and contribute through government, professional and academic institutions within Australia’s innovation and deep-tech ecosystem.
it would be extra nice to meet you :)
ashley marsh-croft
director & principal industrial designer
recommendations
As a founder, you’re constantly learning — and I quickly realised how hard it is to navigate commercialisation alone. Ashley’s support has been invaluable, especially when it comes to shaping early concepts and getting them ready for manufacturing. He’s sharp, generous, and genuinely invested in helping founders succeed.
Paul Jenkins – Founder of Vibe Dynamics
He’s a shrewd operator, and a quick learner. I’ve personally seen Ashley thrown in the deep end, new projects, methods, systems and even multi-site and multi domain hardware and software projects – only to see him comfortably swimming days later.
doug nash – chief product officer, Breville
I was impressed by his ability to quickly adapt to new challenges and find innovative solutions. He has a remarkable knack for breaking down complex issues and guiding teams toward effective resolutions.
Jonathon Woodcock – product development manager Breville
Have loved working with Ash and would jump at the opportunity to do it again.
Peta Allenby – GM cooking and food prep, breville
read more recommendations on linkedin [↗︎]
