We don’t predict the future.
We design it.

Tomorrow reimagined. Take the leap today.

Our Mission

We are a human-centred strategic design collective, on a mission to imbue empathy, resilience and hope into innovating for the future.

Our Ethos

Disrupt,
empathetically

Challenge the status quo with putting humanity first in the innovation process. Empathy in design is a fundamental principle that places human experiences, emotions and needs at the forefront of the design process.

Resilience,
our rebellion.

Resilience in design refers to the ability of a product, system, or environment to withstand and adapt to challenges, disruptions, and changing conditions. It involves designing with the foresight of potential challenges, and creating solutions that can recover, evolve, and continue functioning effectively in the face of adversity.

Hope,
fearlessly.

Designing for hope involves creating experiences, products, or environments that inspire positivity, optimism, and a sense of possibility. It's about crafting solutions that uplift people, foster resilience, and instill a belief in a brighter future.

To move forward, we must move beyond the empathy-driven aspects of design thinking with a deeper understanding of systems, history, and human behavior and bring the future in with strategic design frameworks - where we can boldly envision opportunity spaces and design for a future we want. We need to foster interdisciplinary collaboration that brings together designers, technologists, social scientists, and community members.

By incorporating strategic design principles, we can enhance the effectiveness of both design thinking and systems design. Design thinking provides the creative problem-solving techniques and user-centered approach, while systems design offers a holistic view of complex issues. Strategic design complements these by providing a futures-in and emergent approach to prototyping and testing opportunities for the future.

As we face increasingly complex global challenges, the integration of strategic design with other design approaches offers a powerful toolkit for creating meaningful, lasting change.

Death of design thinking:
Going beyond empathy, finding new frontiers of design

"Unintentionally destructive
to intentionally constructive”

The world we inhabit today is a mess and it is a product of our own design. From socio-political constructs to outdated governance models rooted in the industrial revolution, we find ourselves grappling with the consequences of past decisions. In an era marked by technological disruptions, socio-economic shifts, political instability and environmental challenges, there's an urgent need for new paradigms to navigate uncertainties, build resilience, and dare to envision a better future.

But can technology alone solve these intricate problems? The answer is likely no. We often rush to adopt new technologies without fully understanding the deeply systemic causes of our current predicaments, hoping they will magically resolve issues that took decades or centuries to develop. While design thinking can creatively problem-solve and generate ideas, they fall short when disconnected from the wider context of the problem and future implications.

Don Norman, a prominent pioneer of human-centred design, argues for a paradigm shift. "If Design is to Save the world, it must be a different kind of design," he asserts.