Smart Design is a design and innovation consulting firm. They work across the digital and physical to design meaningful products, services, and experiences that have an enduring impact on organizations and people. Founded in 1980, Smart Design has studios in New York and London, and clients all over the world.


Gordon Hui, VP of strategy

As VP of Strategy at Smart Design, Gordon is the global lead and primary advisor on projects that integrate design and business thinking. With experience across a variety of industries, he is passionate about opportunities that are at the intersection of service design, emergent technologies and breakthrough business models. Gordon is a WG’04 graduate and his thoughts on innovation can be found online in Harvard Business Review and Fast Company.