About
Design-native.
System-minded.
SCTY is a solo-led practice that rebuilds the messy parts of agency work: briefs, scope, research, reporting, and handoff.
The work sits between strategy, design, and engineering. It has to make sense to the team using it, look credible in front of clients, and keep working after the easy demo moment is over.
Design-native
Built by a designer turned AI engineer, so briefs, reviews, brand nuance, and presentation quality survive the build.
State and memory
The work includes the parts teams usually skip: state, memory, briefings, and checks that keep things from drifting.
Yours to run
Open source where it makes sense. Documented. Handed off cleanly. Yours to keep after the project ends.
Four ways in
One practice.
Four ways in.
Most teams feel the pain in one place first. Fix that properly and the rest of the work usually starts moving better too.
Workflow Systems
For onboarding, scoping, reporting, renewals, and the repeat work that wears out senior people.
Living Knowledge Systems
For turning docs, decks, transcripts, and source material into working memory the team can reuse.
Briefing Systems
For summaries and updates that keep operators and leadership current without another meeting.
Assurance Systems
For evals, monitoring, and tripwires that catch drift before it spreads.
Good fit
Best fit: founder-led teams under real pressure.
Founder-led agency or studio with real demand and too much work still routing through senior people.
A team already using AI, but still relying on manual cleanup and senior rescue work.
An owner who wants more capacity without losing taste, context, or control of the client relationship.
Not for
Teams looking for a strategy deck without implementation.
Buyers shopping for cheap templates, prompt packs, or generic no-code bundles.
Organizations that need a large engineering vendor or a multi-quarter transformation program.
Solo-led by design
Senior work.
No handoff.
SCTY is led by Ali Madad, a designer turned AI engineer with experience across agencies, digital product work, research, and transformation. The strategy, design, build, and handoff stay in one set of hands.
That model is deliberate. It works best for founder-led teams that need sharp implementation, quick decisions, and less ceremony.
Proof
Proof from both sides of the table.
Tool fluency is the easy part. The harder part is knowing how creative work gets sold, scoped, reviewed, revised, and delivered when deadlines and clients are real.
Agency-side background
Havas, Deloitte Digital, Razorfish, Ogilvy, and Rockwell Group.
Client-side surface area
IBM, Coca-Cola, JetBlue, Apple, ADP, David Yurman, and Honest Dollar.
Current lab work
Open-source tools and private patterns for workflows, shared knowledge, briefings, and quality control.
Founder
Ali Madad
Design leader and AI engineer. Previously Havas, Deloitte Digital, Razorfish, Rockwell Group, and Ogilvy. Holder of five design patents. Cannes, One Club, Effies, and Webbys. MFA Cranbrook. Taught at Pratt, UT Austin, and Cooper Union.
Board-Certified Patient Advocate. NVIDIA Agentic AI Professional. Advisor to A Better Goodbye, Alchemain, and Nova Personas. Mentor at I AM ALS. Member of CHAI, ACM, Internet Safety Labs, and IASEAI.
What people say
Clear, practical, and useful under pressure.
“Ali is our compass as we navigate the complex AI landscape. His deep knowledge and ability to explain tools simply and succinctly makes implementation clear and effective.”
Sylvain Tron
Managing Director
“Ali helped me navigate the noise around AI, clearly vet opportunities, and sharpen my overall product strategy. He made a complicated landscape feel practical and far more manageable.”
Joel Granoff
HealthTech Strategist
“An all-day, hands-on creative immersive AI workshop that blended the why with the how, giving us practical results, fresh energy, new perspectives, and a path forward.”
Kara O'Halloran
Executive Director, Production