We are champions of Technology Design.

In the AI era the design world is still full of silos.Design can no longer be just ‘industrial’ or a mere act of ‘thinking’. We framed Technology Design as humanistic and holistic System creating, melding Physical, Digital, Culturalnarrative, and Emotional experience, into a crystalized strategic asset. Outgrowing the older design labels, we contrast ‘smart’ tech with a ‘wise’ one.Put simply, imagine the difference between a driverless car that follows the road, versusone that anticipates a child running into the street.

Socially Aware
The most demanding aspect of Serve is its ability to assimilate onto our city sidewalks, respecting the human landscape. Serve's socially aware navigation brings together design and technology in an entirely new way for sidewalk rovers.
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The Strongest track record in creatingcategory-defining products.

In a hyper-dynamic world, Talent is often misunderstood as a fancy flash in a pan. Our Talentis in building both Strategy and Product, defining new categories and finding success incomplexity.

Much of our work is done before a category is proven. Designing the defining wearable (FitBit),a leading autonomous delivery robot (Serve) involves more uncertainty than an iteration of amature smartphone or laptop. Far more complex than optimizing an established product, increating success in the AI era depends on making unfamiliar technology feel understandable,even desirable.

For over 25 years, we have been using our physical and digital talents to distill complexity into what’s next. In doing so we made many visions into business reality that delivers a double punch, strategic and tactical.

2025
How sleep science becomes a daily comfort.
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Case Study

Somnee 2.0

Socially Aware
The most demanding aspect of Serve is its ability to assimilate onto our city sidewalks, respecting the human landscape. Serve's socially aware navigation brings together design and technology in an entirely new way for sidewalk rovers.
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At the top of the consulting world, strategy is abstracted into slides and often detached from what it takes to build technology into a sustainable product, service or business. At the other end, product-focused studios rarely account for the strategic impact of the single initiative.

We think and act differently: Building strategies around tangible products, services, and brand elements, ensuring each of these stand on its own, from day one, and together they enable your future business for years to come.

We bring strategy and product together as one continuous act. We take responsibility for what gets built, how it behaves, and what it enables over time. That is hard work, and it requires product judgment, technical literacy, market awareness, and long-term thinking at the same time. Most firms work on aspects of the product. We do deliver on all of it.

New Deal Design was built to operate in the gap most other agencies avoid.

We bring strategy and product together as one continuous act. We take responsibility for what gets built, how it behaves, and what it enables over time.That ishard work, and it requires product judgment, technical literacy, market awareness, and long-term thinking at the same time.Most firms work on aspects of the product. We do deliver on all of it.

New Deal Design was built to operate in the gap most other agencies avoid.

Gadi Amit
Principal Designer & President 
Gadi is a San Francisco–based technology designer and the founder of NewDealDesign. He leads a multidisciplinary team combining culture, engineering and user experience to create products that shape markets and everyday life. Under his creative leadership, the studio has partnered with global companies such as Fitbit, Google, Intel, Microsoft and Comcast to deliver breakthrough consumer technology and new product categories.
Yoshi Hoshino
Master Designer
Gadi is a San Francisco–based technology designer and the founder of NewDealDesign. He leads a multidisciplinary team combining culture, engineering and user experience to create products that shape markets and everyday life. Under his creative leadership, the studio has partnered with global companies such as Fitbit, Google, Intel, Microsoft and Comcast to deliver breakthrough consumer technology and new product categories.
Jeffrey Tung
Industrial Design Director
Gadi is a San Francisco–based technology designer and the founder of NewDealDesign. He leads a multidisciplinary team combining culture, engineering and user experience to create products that shape markets and everyday life. Under his creative leadership, the studio has partnered with global companies such as Fitbit, Google, Intel, Microsoft and Comcast to deliver breakthrough consumer technology and new product categories.
Jan-Simon Veicht
Strategy Design Director 
Gadi is a San Francisco–based technology designer and the founder of NewDealDesign. He leads a multidisciplinary team combining culture, engineering and user experience to create products that shape markets and everyday life. Under his creative leadership, the studio has partnered with global companies such as Fitbit, Google, Intel, Microsoft and Comcast to deliver breakthrough consumer technology and new product categories.
Stan Moiseyenko
PD Engineering Director
Gadi is a San Francisco–based technology designer and the founder of NewDealDesign. He leads a multidisciplinary team combining culture, engineering and user experience to create products that shape markets and everyday life. Under his creative leadership, the studio has partnered with global companies such as Fitbit, Google, Intel, Microsoft and Comcast to deliver breakthrough consumer technology and new product categories.
Gadi Amit
Principal Designer & President
Gadi is a San Francisco–based technology designer and founder of NewDealDesign. He leads the studio in creating human-centered technologies that shape new product categories, partnering with companies like Google, Microsoft, Intel, Fitbit, and Comcast.
Our Leadership Team
Gadi Amit
Principal Designer & President
Gadi is a San Francisco–based technology designer and founder of NewDealDesign. He leads the studio in creating human-centered technologies that shape new product categories, partnering with companies like Google, Microsoft, Intel, Fitbit, and Comcast.
Yoshi Hoshino
Master Designer
Yoshi is a master industrial designer with over 20 years of experience shaping expressive, human-centered products. His work blends form, behavior and craft to create designs that feel both purposeful and emotionally resonant. At NewDealDesign, he leads advanced product vision and form development across wearables, consumer hardware and emerging technology. Yoshi has contributed to dozens of shipped products and is widely recognized for his design excellence and calm, precise creative leadership
Jeffrey Tung
Industrial Design Director
Jeff is an industrial design leader with deep experience shaping high-volume consumer and professional products. His work blends expressive form, clear storytelling and engineering rigor, delivering purposeful products across wearables, robotics, lifestyle tech and complex systems. At NewDealDesign he leads industrial design programs from early form exploration through advanced refinement and cross-disciplinary collaboration.
Jan-Simon Veicht
Strategy Design Director
Jan is a design strategy leader focused on translating complex futures into clear product opportunities and human-centered experiences. His work bridges physical AI, emerging technologies and next-generation product narratives. At NewDealDesign, he leads strategic programs across early concept definition, vision work and multimodal experience design. His background spans industrial design, foresight and creative leadership across corporate, academic, start-up and studio environments.
Stan Moiseyenko
PD Engineering Director
Stan is a mechanical and systems engineering leader with more than 30 years of experience turning ambitious product ideas into reliable, manufacturable solutions. His expertise spans wearables, robotics, mobility systems and complex technical hardware. At NewDealDesign, he leads product development engineering, integrating architecture, components and performance requirements into cohesive product platforms. Stan brings rigorous execution, cross-disciplinary thinking and deep technical intuition to every program.

Over 25 years of shaping the digital and physical into winning systems of business, brand, technology and delight. Combining wisdom, craft, and lively dialog into tangibles we are able to define, design, develop, and deliver products and experiences challenging convention.

We drive for Impact - building innovative ideas into thriving businesses, creating healthy society and embracing new and elevated reality.  We deliver impact to the largest and smallest companies on earth. Designing products sold for over $25 Billion, supporting 3 start-up IPO’s, many ‘exists’, naming and branding 20 tech companies and products, and above all- making people love our tight, focused  and magical creative process.

Embracing the tech world’s complexities, we mold strategic thinking with Research and tactical brilliance to achieve bold and tangible market impact, clearly exceeding expectations.

Winning the National Design Award for our body of work, we are among the most awarded design teams in the country, yet our clients' success is our biggest source of pride. It drives us to consistently and reliably deliver physical and digital products and experiences that lead industries and define categories.

Be it Enterprise SW or EV infrastructure, a system or a product, computing or health, or commercial or consumer, we offer a radical alternative to local boutique shops and faceless global agencies. Our wealth of knowledge, talent, and accolade is rare, while our diligence and commitment are equal to none. Building a Strategy, Research, and Engineering capability to match our design talent is testament to our commitment to our client's real-world success.

Simply put, we make things work beautifully!

Why this matters beyond beauty

We work beyond beauty because beauty alone does not hold up. Design, at this level, is about trade-offs, constraints, and responsibility. That is where our impact comes from. For over 25 years, we have worked across physical and digital technology, helping teams define what to build and why, then carrying those decisions towards real outcomes.

Gadi Amit
Principal Designer & President
Gadi is a San Francisco–based technology designer and founder of NewDealDesign. He leads the studio in creating human-centered technologies that shape new product categories, partnering with companies like Google, Microsoft, Intel, Fitbit, and Comcast.
Yoshi Hoshino
Master Designer
Yoshi is a master industrial designer with over 20 years of experience shaping expressive, human-centered products. His work blends form, behavior and craft to create designs that feel both purposeful and emotionally resonant. At NewDealDesign, he leads advanced product vision and form development across wearables, consumer hardware and emerging technology. Yoshi has contributed to dozens of shipped products and is widely recognized for his design excellence and calm, precise creative leadership
Jeffrey Tung
Industrial Design Director
Jeff is an industrial design leader with deep experience shaping high-volume consumer and professional products. His work blends expressive form, clear storytelling and engineering rigor, delivering purposeful products across wearables, robotics, lifestyle tech and complex systems. At NewDealDesign he leads industrial design programs from early form exploration through advanced refinement and cross-disciplinary collaboration.
Jan-Simon Veicht
Strategy Design Director
Jan is a design strategy leader focused on translating complex futures into clear product opportunities and human-centered experiences. His work bridges physical AI, emerging technologies and next-generation product narratives. At NewDealDesign, he leads strategic programs across early concept definition, vision work and multimodal experience design. His background spans industrial design, foresight and creative leadership across corporate, academic, start-up and studio environments.
Stan Moiseyenko
PD Engineering Director
Stan is a mechanical and systems engineering leader with more than 30 years of experience turning ambitious product ideas into reliable, manufacturable solutions. His expertise spans wearables, robotics, mobility systems and complex technical hardware. At NewDealDesign, he leads product development engineering, integrating architecture, components and performance requirements into cohesive product platforms. Stan brings rigorous execution, cross-disciplinary thinking and deep technical intuition to every program.

This is Us

Over 25 years of shaping the digital and physical into winning systems of business, brand, technology and delight. Combining wisdom, craft, and lively dialog into tangibles we are able to define, design, develop, and deliver products and experiences challenging convention.

We drive for Impact - building innovative ideas into thriving businesses, creating healthy society and embracing new and elevated reality.  We deliver impact to the largest and smallest companies on earth. Designing products sold for over $25 Billion, supporting 3 start-up IPO’s, many ‘exists’, naming and branding 20 tech companies and products, and above all- making people love our tight, focused  and magical creative process.

Embracing the tech world’s complexities, we mold strategic thinking with Research and tactical brilliance to achieve bold and tangible market impact, clearly exceeding expectations.

Winning the National Design Award for our body of work, we are among the most awarded design teams in the country, yet our clients' success is our biggest source of pride. It drives us to consistently and reliably deliver physical and digital products and experiences that lead industries and define categories.

Be it Enterprise SW or EV infrastructure, a system or a product, computing or health, or commercial or consumer, we offer a radical alternative to local boutique shops and faceless global agencies. Our wealth of knowledge, talent, and accolade is rare, while our diligence and commitment are equal to none. Building a Strategy, Research, and Engineering capability to match our design talent is testament to our commitment to our client's real-world success.

Simply put, we make things work beautifully!

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Michele Larose

Company Manager

Favorite Restaurant

House of Prime Rib

Interests

Napping, My Cats, Trivia

Favorite CMYK Color

Magenta

Hobbies

Birding, Cooking, and Dining Out

Favorite vacation Spot

Mexico City

Be yourself or be boring.

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Gadi Amit

Principal Designer & President

Favorite Restaurant

Fierro Café, San Mateo.

Interests

Design, Basketball, Aircrafts, Space tech, Cars, Geography, Secrete islands and Led Zeplin

Favorite CMYK Color

Cyan

Hobbies

Design

Favorite vacation Spot

Madiera, Portugal

I make things work beautifully.

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Jan-Simon Veicht

Director, Strategy and Experience Design

Favorite Restaurant

Coffee Movement

Interests

Motorsports, Science-Fiction

Favorite CMYK Color

Black

Hobbies

Cooking

Favorite vacation Spot

Milan, Italy

Chaos is good. Change is better. The future isn't abstract.

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Jeff Tung

Director of Industrial Design

Favorite Restaurant

Rich Table

Interests

Dog, Cats, Fashion, Food, Fitness

Favorite CMYK Color

Black

Hobbies

Cooking

Favorite vacation Spot

Barcelona, Spain

Nobody can be you better than you.

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Dennis Baek

Experience Design Lead

Favorite Restaurant

Bon, Nene

Interests

Art, Making clothes, FaceTime mom, God

Favorite CMYK Color

SceptreRed

Hobbies

Creating

Favorite vacation Spot

Gangneung, KR

Reimagine the definition of beautiful.

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Cecilia Hong

Experience Designer

Favorite Restaurant

Taneda (Omakase in Seattle)

Interests

People-Watching, Scribbling, Crafting

Favorite CMYK Color

Orange (0, 50, 100, 0)

Hobbies

Yoga, Flamenco

Favorite vacation Spot

Hawaii

Every pixel is a decision that affects a real person's day.

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Henry Spuria

Senior Experience Design Lead

Favorite Restaurant

Cotogna

Interests

Music, Photography, Exploring

Favorite CMYK Color

Vantablack

Hobbies

Espresso, 3D Printing, and Woodworking

Favorite vacation Spot

Pezzalo, Sicily

Design is as much about how it feels as how it looks. I build the experience.

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Kimberly Blacutt

Senior Strategy Design Lead

Favorite Restaurant

Gustu (La Paz)

Interests

Long walks or runs & late night conversations

Favorite CMYK Color

Turquoise

Hobbies

Trying new recipes or craft techniques

Favorite vacation Spot

La Paz, Bolivia

I think across scales, systems, and languages and I want to design everything.

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Kyu Lee

Industrial Designer

Favorite Restaurant

Taqueria Frontera (LA)

Interests

Bikes

Favorite CMYK Color

Yellow-ish white (0,0,3,0)

Hobbies

Road Cycling

Favorite vacation Spot

Mallorca, Spain

I build friendly connections.

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Yoshi Hoshino

Master Designer

Favorite Restaurant

Marugame Udon

Interests

Making my wife happy

Favorite CMYK Color

Purple

Hobbies

Sado (Traditional Japanese tea ceremony)

Favorite vacation Spot

My bed

I think with my hands.

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Aidan Rosario

Senior Industrial Designer

Favorite Restaurant

Oma's Hideaway (Portland)

Interests

Illustration

Favorite CMYK Color

28, 0 ,37, 46

Hobbies

Painting and Reading

Favorite vacation Spot

Culebra, PR

I strive to craft meaningful experiences and inscribe a sense of joy into the objects that surround us.

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Stan Moiseyenko

Director of Product Development Engineering

Favorite Restaurant

Buckeye Roadhouse

Interests

Cooking for my grand kids; Grapes growing

Favorite CMYK Color

100, 60, 0, 0

Hobbies

a. winemaking b. fixing consumer electronics for friends and family

Favorite vacation Spot

Kauai

Product development engineering leader helping teams and clients turn complex ideas into innovative, manufacturable products—from concept through commercialization.

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Yuri Litvinov

Product Development Engineering Lead

Favorite Restaurant

Auberge du Soleil

Interests

Songwriting

Favorite CMYK Color

Cyan Steel

Hobbies

Hunting, Aviation

Favorite vacation Spot

Gualala, CA

Why make things simple when complicated works just as well?

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Felipe Melivilu

Senior Product Development Engineer

Favorite Restaurant

Brazen Head

Interests

Motorcycling, Cooking, Video Games, Hobbytronics

Favorite CMYK Color

49,11,23,45 (Agean Teal)

Hobbies

Film Photography

Favorite vacation Spot

Eastern Sierra, CA

I bridge design intent and execution. novel problem solving is my favorite part of the job.

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Anthony Maximov

Product Development Engineering Coordinator

Favorite Restaurant

Aburaya

Interests

Snowboarding, Camping and Surfing

Favorite CMYK Color

Magenta

Hobbies

Acrylic Painting

Favorite vacation Spot

Lake Tahoe, CA

If at first you do not succeed, try, try, try, try, try again.

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Theo Monnin

Product Development Engineer

Favorite Restaurant

Burma Love

Interests

Basketball, Surfing, Music

Favorite CMYK Color

54,45,0,43 (Indigo)

Hobbies

Eating

Favorite vacation Spot

Norway

Create with freedom, iterate with discipline.

Our work impacts these markets:

Research & Strategy

Name & Brand Creation

Industrial Design

Identity Systems

Experience Design

Product Development Engineering

The Type of Work We Do

Mobility & Transportation

Smart Home & Appliances

Consumer Electronics

Health and Wellness

Service Experiences

Commercial & Office Equipment

Robotics & Automation

Social Impact & Pro-social Tech

Mobile & Computing

This Is Us

We think and act differently

Building strategies around tangible products, services, and brand elements, ensuring each of these stand on its own, from day one, and together they enable your future business for years to come.

Our Leadership Team
Gadi Amit
Principal Designer & President
Gadi founded NewDealDesign to work at the intersection of strategy, technology, and product. For over two decades, he has shaped products and systems that defined new categories in consumer technology. His leadership is grounded in deep product judgment and long-term accountability for what gets built.
Yoshi Hoshino
Master Designer
Yoshi has spent more than twenty years building products at NewDealDesign. His work spans wearables, consumer electronics, and connected systems, with a focus on durability, usability, and coherence over time. He brings continuity, craft, and deep product memory to the studio.
Jeff Tung
Industrial Design Director
Jeff leads industrial design with nearly two decades of experience building complex hardware products. His work emphasizes clarity, restraint, and execution that survives engineering, manufacturing, and scale. He operates across concept and production, ensuring ideas translate into real, buildable outcomes.
Jan-Simon Veicht
Director, Strategy and Experience Design
Jan works across strategy, interaction design, and emerging technology. He focuses on turning complex futures into clear product direction and aligning long-term intent with near-term execution. His work connects vision, narrative, and systems into tangible outcomes.
Stan Moiseyenko
PD Engineering Director
Stan leads product development engineering with decades of experience bringing complex hardware to market. He integrates mechanical rigor, manufacturing realities, and system performance to ensure products hold up under real-world constraints. His work is defined by precision, reliability, and scale.
Gadi Amit

As the President and Principal Designer of NewDealDesign, Gadi Amit is behind some of the most innovative and lasting products over the last two decades.

Named one of the ‘1000 Most Creative People’ and a ‘Master of Design’ by Fast Company Magazine, Gadi and his team have received over 100 design awards for an enduring body of work. Gadi is a dedicated explorer, speaking at conferences and contributing to top media publications worldwide. In 2013, Michelle Obama presented Gadi and NewDealDesign with the National Design Award for an unrelenting commitment to crafting delightful design in everyday tech objects.

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