Strategic industrial design consultancy founded in 1980 in New York City that helped popularize design thinking and human-centered design. Best known for designing the iconic OXO Good Grips line in 1989 alongside universal design principles. Smart Design won the National Design Award for product design from the Smithsonian’s Cooper Hewitt in 2010. Clients include HP, Johnson and Johnson, Gillette, BBVA, PepsiCo Gatorade, and Ford. Their NYC Taxi redesign with Nissan produced the Taxi of Tomorrow transforming New York City’s iconic yellow cab experience.