SCTY is a Minority Business Enterprise (MBE) incubator, advisory, and consultancy founded by Ali Madad in NYC.
Ali brings over two decades of experience in brand revitalization, digital product development, emerging technology, product marketing, and space design. Throughout his career, Ali has worked with large agencies, design firms, startups, management consultancies, and media companies. Ali is known for his ability to ignite teams, align organizations, and transform businesses with strategic thinking and design for the likes of The Coca-Cola Company, IBM, AT&T, Wells Fargo, and ADP.

He has a keen interest in digital products (B2B, DTC, B2C) and led experience design for the Honest Dollar SMB Retirement platform (acquired by Goldman Sachs), innovation and concept development for the health and wellness startup Hologram Sciences, and the repositioning of Honda Developer Studio in Silicon Valley. For SXSW, Ali prototyped the first blockchain-powered fitness wearable, Fitcoin. Ali's expertise extends beyond digital products, and he has also worked on environments and physical products (alas, his bottle design for Victoria Beckham will never see the light of day). He designed the interior and identity for the fast-food burger chain, brgr, pop-up concepts and retail experiences for McDonald's, and concepts for digital park experiences and hybrid digital/physical spaces for Disney.

Ali's work has garnered attention for his clients and is recognized within the industry: Cannes Shortlist, Ad Age's Viral Brand of the Year for Samsung S4, and the launch of ADP's Data at Work, a machine learning style transfer model trained for visual identity. In addition to his work in the design industry, Ali has taught and lectured at Pratt Institute, Cooper Union, and The University of Texas at Austin. He holds a BFA in New Media Design from the Rochester Institute of Technology and an MFA in 2D Design from the Cranbrook Academy of Art.

Ali is currently exploring the applications of machine learning for brand system generation and business intelligence for strategic analysis.


Designed from first principles to address the unique challenges that teams and organizations encounter as they seek product-market fit, overcome plateaus, or pursue new avenues for growth.


Homegrown, bespoke generative AI tools designed to augment and automate various strategic, creative, and marketing tasks. Available for self-service and customizable for enterprises of all sizes.


SCTY promotes cause-based initiatives in both public and private sectors. By bringing imagination and ingenuity to the challenges society faces, we can pave the way for a better tomorrow.


Direct-to-Consumer (DTC) public outreach for public health awareness and advocacy. We are actively seeking collaborators, like-minded individuals, and organizations to partner with.


Ocassional updates, musing and developments

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