Our story
Ruby and Dawood met while working at Smart Design, the pioneers of universal design and creators of the iconic OXO GoodGrips brand. Both were drawn to design not just as a craft, but as a tool for meaningful, systemic change. Their backgrounds were different, but their instincts were aligned—question what’s considered ‘normal’, and build from the edges in. Through years of collaboration, conversation and shared ambition, a creative partnership formed. They challenged each other, balanced each other, and pushed the work further. The foundations of Studio Exception were laid not by one vision alone, but by a shared belief that design should work better—for everyone.
Where it all took shape
Over time, their shared practice began to evolve into something more defined. Ruby brought deep experience in inclusive design, while Dawood brought a sharp eye for systems and strategy. Their work began to centre around one key insight: when you design deeply and intentionally for an individual, you often unlock solutions with far wider impact. Ruby explored this further as a “fixer” on Big Life Fix, a BBC Two series where designers and engineers create one-off inventions to radically improve people’s lives. Each brief was grounded in lived experience—and often revealed insights with broader relevance. Dawood recognised its potential as a scalable, strategic model. Together, they began shaping what would become The Exception Method.
Studio Exception was born
In 2020, with a clear vision and growing methodology, Dawood and Ruby co-founded Studio Exception—a space to turn inclusive design into strategy, research, and storytelling that drives lasting change. Building on years of practical experience, they formalised The Exception Method: a creative research approach that centres lived experience to surface hidden insights, shift perspectives, and unlock innovation. Today, the studio partners with organisations ready to think differently and lead with care. From reimagining services to shaping inclusive futures, Studio Exception exists to show what becomes possible when you stop designing for the average—and start designing from the edges in.