Empowering brands with extraordinary creativity, equity, and accessible design

Our Beginnings

In January 2023, Symbol Design emerged as a response to glaring issues in the design and tech industry. Founded by a team of diverse  professionals, our mission was clear: to reshape the design landscape, champion equity, and unleash the true potential of human-centered design.

A Vision Born from Perplexity

We found ourselves pondering the state of the industry. Why, in a field we were passionate about, did we often feel the very essence of design was missing?

We questioned the status quo, wondering why the industry struggled to move beyond the tactical, why design research was often an afterthought, and why the potential for strategic design thinking remained untapped.

Our team, including experts in product and design leadership, visual design, finance, and operations, collectively sought answers to these questions.

Our Mission: Crafting a Better Tomorrow

Symbol Design is not just another design agency; it's a movement. We are on a path to change how design agencies work with their clients and how they operate internally. Our mission is to foster a culture of equity, authenticity, and limitless human potential through design. We prioritize empathy, understanding, and meticulous attention to detail in every aspect of our work. Our approach goes beyond pixels on the screen; it touches every facet of the human experience, from digital products to physical environments.

Ethical Design for Positive Impact

At Symbol,we are striving to show that good ethical design can not only have a positive social impact, but it’s also simply good business. We collaborate with our clients to create successful experiences that show this, backed by solid qualitative and quantitative data. We create insights-driven user experiences that balance purpose and delight. As mentors, we empower aspiring designers to envision products and services that elevate society. With a balance of skills and wisdom, we enable transformation through ethical design.

The Research-Centric Approach

At the core of our mission is a commitment to a research-centric approach. We understand that design must be rooted in data and insights to create meaningful experiences. Unlike many in the industry, we prioritize the value of upfront design research, ensuring that every decision is informed by customer and human-centered data.

Meet the Founding Team

Alma Emadi: A Visionary Design Strategist

Alma is the driving force behind Symbol Design, bringing over a decade of experience in product and design leadership to the forefront. With a Master's degree in Human-Computer Interaction and Design, Alma specializes in product-led growth methodologies and design strategy. She's an excellent communicator and mentor, often leading collaborative workshops and evangelizing human-centered design. Alma's data-driven approach to design ensures that every decision is rooted in customer and human-centered data.

Mark Small: A Creative Force

Mark, a seasoned creative director, is the  visionary behind our designs. With over 20 years of expertise in branding, UI, and UX design, and a foundation in graphic design, Mark's passion for technology shines through in our digital products. His adaptive expertise enables him to effectively shift across diverse client projects and needs, delivering visually stunning and functional designs.

Rana Shenasi: Financial Operations Expert

As our Vice President of Operations and Finance, Rana brings over 20 years of financial and operational acumen to the team. Rana's background in Interior Architecture adds a unique perspective to her role in overseeing budgets, forecasts, and ensuring the smooth business operations of Symbol Design.

Together, our team is united by their commitment to ethical design, research-centric practices, and a shared vision of crafting a better tomorrow through purposeful creativity.

Join Us in Crafting Tomorrow

As we venture into the future, we envision Symbol Design as a leading force in ethical design practices. We invite you to join us in this transformative journey, one that will take your business to a cut above and beyond. Together, let's craft a better tomorrow through purposeful creativity.