SCTY is a Minority Business Enterprise (MBE) design and technology studio founded by Ali Madad in NYC. We move from research, concept, and prototype (0 → 1) to strategy, incubation, and launch (1 → N), working across brand, product, and experience. We collaborate with teams, brands, and organizations to create desirable futures through systems, storytelling, and strategic innovations. Our specialties include brand revitalization, digital product development, and generative AI transformation.

Our Approach

• Rapid Prototyping: Turning ideas into tangible prototypes quickly for fast iteration and learning.
• User-Centered Design: Solutions focused on the end-user, ensuring usability and relevance.
• Emerging Technology: Leveraging the latest advancements to provide innovative solutions.
• Collaborative Process: Working closely with clients, integrating their expertise with our skills.
• Public Benefit: Using design to address social and environmental challenges.

Founded by

Ali Madad's career spans agencies, design firms, startups, and media companies. He is known for inspiring teams, aligning organizations, and driving business transformation through strategic design. Ali's work balances a dual perspective—outside-in (user + brand) and inside-out (organization + product)—to tackle complex challenges.

Ali has taught at Pratt Institute and Cooper Union, and has been a guest lecturer at Hongik University in Seoul, Yale University, and the University of Texas at Austin. He is a bi-annual critic in Innovation & Design at Columbia Engineering and NYU Tandon School of Engineering.