Our Customer <color=purple>

Premium Feel, Professional Sound

As aspiring drummers progress to more advanced kits, selecting the right instrument becomes critical to balancing performance needs and budget. Simmons, the pioneering electronic drum brand founded in 1978 by Dave Simmons in the UK, has the credibility and heritage to fill this gap. The distinctive sound of Simmons drums helped define hit albums throughout the 1980s and 1990s. The Simmons team identified a clear gap in the market for a kit that supports skill development, one that balances premium hardware, authentic sound, and modern connectivity without the prohibitive cost of boutique or high-end acoustic setups.

Our Approach <content=dropdown, color=white>

Establishing a unified foundation across every customer touchpoint

Needs Definition
Research across home practice and live performance contexts identified where mid-range kits fall short of drummer expectations: limited rim response, imprecise hi-hat tracking, and hardware that shifts under sustained playing. These findings established the performance priorities for the program.
Competitive Benchmarking
A detailed assessment of mid-range electronic kits benchmarked existing products, pad construction, sensor architecture, rack geometry, and module capability. The review identified a consistent industry emphasis on sound libraries over physical interface quality, defining a clear position for a kit led by playability.
Technical Configuration
Pad internals, rack hardware, and electronic components were specified against the demands of heavy use and frequent transport. Clamp mechanism, mesh tension, and sensor placement were resolved at this stage to establish the playing characteristics that would carry through the remainder of the program.
Concept Development
Concept work concentrated on the snare and hi-hat, where drummers generate the greatest degree of expression. Loft developed the physical architecture for Simmons' Zone Intelligence and TrueMotion sensing systems and refined the rectangular steel rack around an all-new locking clamp that positions each drum precisely and holds it in place.
Design Refinement & CMF
The selected direction was refined to express premium quality in both appearance and handling. Material selection, CMF, and hardware detailing were resolved to elevate perceived quality, durability, and overall fit and finish across the full kit.
Design for Manufacturing
In close collaboration with the Simmons engineering team, Loft refined pad housing components, rack clamp mechanisms, and module enclosure details for efficient tooling, reliable assembly, and consistent quality at volume, while preserving the intended aesthetics and design intent.
Product Visualization
High-fidelity visual assets were created to communicate product value across marketing, sales, and user education channels. Contextual usage scenarios and detailed feature callouts highlighted the Zone Intelligence snare, TrueMotion hi-hat, and 5" color module.

The Market Opportunity <color=orange>

Premium electronic drumming at an accessible price point

Driven by a deep understanding of drummer workflows and performance environments, Loft partnered with Simmons to define and prioritize the Titan 90's most critical features. The team focused innovation where drummers create the most expression, the snare and hi-hat. The 12" snare pad features Zone Intelligence positional sensing, with dozens of stereo recordings from soft to loud. The patent-pending TrueMotion hi-hat uses magnetic sensors to derive hi-hat position with an authentic feel, paired with a 12" three-zone cymbal for bow, edge, and bell sounds. The rectangular steel rack was refined with all-new clamps that precisely position drums and keep them locked under heavy playing. The Titan 90 module features a 5" color display with five faders for intuitive sound customization, while built-in Bluetooth audio and MIDI, USB DAW connectivity, and a free iOS/Android app ensure seamless integration with modern recording and practice workflows.

The Outcome <content=dropdown, color=white>

Best Sounding and Feeling Drum Kit

Zone Intelligence Snare
12" snare pad with positional sensing delivers sounds that change as you play from center to rim, just like a real acoustic kit.
TrueMotion Hi-Hat
The patent-pending magnetic sensor system derives hi-hat position with an authentic feel, paired with a 12" three-zone cymbal for bow, edge, and bell sounds.
Premium Rack System
The acclaimed rectangular steel rack with all-new locking clamps precisely positions every drum and keeps them firmly in place under heavy use and frequent transport.
Authentic Sound Engine
Acoustic drums and cymbals presented in true stereo with live room ambience, decaying naturally rather than fading out artificially.
Modern Connectivity
Built-in Bluetooth audio and MIDI, USB DAW integration, and a free iOS/Android app support seamless recording, practice, and live performance workflows.
Expansive Sound Library
A 5" color display, five faders, 30+ kits, world percussion, sample memory, and an array of sound design features put limitless sonic potential at the player's fingertips.

Designed for expression, built to perform night after night <color=purple>

From the first hit to the final crash, the Titan 90 delivers a playing experience that feels as natural as it sounds. Effortlessly explore your sound with Simmons' flagship Titan 90, a complete kit featuring Zone Intelligence snare, TrueMotion hi-hat, 12" three-zone cymbals, and an advanced color drum module. Its robust rectangular steel rack, all-new locking hardware, and quiet mesh heads make it equally at home in a bedroom studio or on stage. With deep connectivity, a rich sound library, and a feel that rivals acoustic kits, the Titan 90 is the ultimate choice for demanding drummers who refuse to compromise.