Foundation

Services

• UX and UI design: We start by understanding the people using your products, then translate needs into clear, detailed designs that are ready for development.
• Web design and development: Our work combines crisp writing with striking visual design to set you apart from competitors.
• Visual identity design: We leverage logos, typography, color, and layout to build recognizable brands that attract the right customers.

Custom-Fit Teams
We build a custom-fit team for each project. After a discovery conversation, we draw from our pool of specialists to make a team that the skillsets you need. Teams start with a designer, and we add engineers, marketers, and artists as needed.

Founder
Prior to launching Foundation, Sam led a multi-year redesign of software that helps researchers at the University of Washington win and manage $1.6B in annual funding. Earlier in his career, he joined Wisr as the first design hire. Wisr grew from five to over a hundred clients and was acquired by EAB in 2021. Sam graduated magna cum laude from the University of Pennsylvania, where he won the John & Beatrice Wesley Memorial Prize for excellence in design. Sam brings experience consulting for over a dozen startups and small businesses.

Design Principles

1. Beautiful is a byproduct of consistent and functional. Design trends come and go. We think long-lasting work comes from solid fundamentals and uses visual design to communicate, not decorate.
2. The easiest way to test an idea is to build a prototype. Our backgrounds help us make strong first drafts, but we always pair experience with evidence. We prototype early and often.
3. No single framework can solve every design problem. Design never happens in six easy steps. Outstanding products come from research, iteration, and asking hard questions—not a standardized process.
4. Adjacent disciplines should inform product design. Novel ideas can come from anywhere. Our work draws from architecture, typography, and CS.