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Photo of Dr. Dan Formosa

Dr. Dan Formosa

Founding Faculty

From the start of his career Dan has been helping to change the way we think about design. With a background in design and ergonomics, he understands not simply how a product should work, but also how people work – because design is about people, not things.


Dan holds degrees in product design, ergonomics and biomechanics, and consults with companies and organizations worldwide on design and innovation.


Awards he's received include the Smithsonian’s Cooper-Hewitt National Design Award (on behalf of Smart Design, a firm he originally co-founded) and IxDA’s Interaction Design Award, in the “Disruptive” category, for Ford Motor Company's SmartGauge, an instrument cluster designed to influence driving behavior to save fuel. The Museum of Modern Art included his work on the original line of OXO Good Grips kitchen tools in its permanent collection, symbols of inclusive design (design for everyone.)


In addition to personally consulting Dan co-founded two collectives: Brainpool (exploring evidence-based design methods) and 4B (focusing on design for the world's almost-4-billion females.) He is a founding member of the Masters in Branding program.


Dan frequently speaks and holds workshops worldwide. He also writes about the physical and emotional aspects of design. He appears in the documentary films Objectified and Design & Thinking. In addition to his design work Dan co-authored and illustrated the best-selling book Baseball Field Guide, clearly explaining the rules of baseball. He also writes occasionally for Premier Guitar magazine.



The curriculum for The Masters in Branding Program allows students to create frameworks to guide brand, design and business development, critically evaluate brand, business, marketing and design strategies and Master the intellectual link between leadership and creativity. Learn more...


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Debbie Millman
Chair, Co-founder


Emily Weiland

Director of Operations, Graduate Advisor


Steven Heller
Co-founder, Faculty Advisor