Inside Dienamics: The Brisbane Company Turning Ideas Into Products
Every product on a shelf started as someone's problem. A tired parent trying to feed a baby one-handed. A plumber sick of taping tins together on site. A tradesperson who needed something that just didn't exist yet. Brisbane product design and injection moulding company Dienamics has spent almost three decades taking those problems and turning them into products, working across industrial design, prototyping, toolmaking and manufacturing under one roof.
Founded in 1997 and still family owned and operated, Dienamics is one of the few companies in Australia that keeps the entire product development process in-house. Concept, design, prototype, tooling and manufacturing all happen at its Brisbane facility, which the team says gives it more control over cost, quality and timelines than working across multiple suppliers.
From backyard idea to global product
Dienamics' best-known project is one most Australians have seen without knowing who made it. In the early 2000s, inventor Brad McCarthy approached the company with an idea for a vehicle recovery board after a year of trying to get it made elsewhere. Dienamics owner Mark Serisier designed and tooled the original MAXTRAX board, using a corrugated, egg-shell-style structure in glass-reinforced nylon to combine strength with flex. The product launched in 2005 and is now sold through stockists in around 30 countries, used by militaries, mining companies, fire and rescue services and off-road drivers around the world.
That same process, take a rough idea and work out how to shape it, mould it and manufacture it at scale, has since been applied to a run of smaller Australian products. The Baby Bot Bot Bottle Helper is a hands-free feeding support tool designed with a young Brisbane mum. The Rebend Constricta Multi Pot Grip is a plumbing accessory now stocked in more than 60 Reece stores. Both came through Dienamics' design and tooling process, and both went on to win Australian Good Design Awards.
Product design and manufacturing under one roof
Dienamics works with inventors, small businesses and larger manufacturers across Australia, offering product design and development services that span concept assessment, industrial design, prototyping and injection moulding using engineering-grade plastics. The company says the biggest advantage of doing it all in-house is speed: problems that would normally bounce between a design agency, a toolmaker and a factory get solved on the same floor.
Dienamics is based in Geebung, Brisbane, and continues to grow its design and moulding teams to keep up with demand from clients across Queensland and interstate.
