Our mission:

We take inspiration from those excluded from mainstream products and experiences, to discover universal designs that benefit all.

Our story

Dawood and Ruby met at Smart Design - the founders of universal design and the OXO GoodGrips brand. Since her teenage years, Ruby nurtured a concept of ‘design for one and create for all’, an idea which became more methodised and refined as her career in inclusive design advanced.

Dawood, a close friend and colleague at Smart Design, watched Ruby present her vision in design talks, and found his own ambitions for the industry reflected in her words; he became the backing she needed to bring the idea to life, and the partnership formed. Their leadership dynamic is defined by a total respect for each other’s work and talents, and an unwavering commitment to The Exception Method.

Our story

Dawood and Ruby met at Smart Design - the founders of universal design and the OXO GoodGrips brand. Since her teenage years, Ruby nurtured a concept of ‘design for one and create for all’, an idea which became more methodised and refined as her career in inclusive design grew.

Dawood, a close friend and colleague at Smart Design, watched Ruby present her vision in design talks, and found his own ambitions for the industry reflected in her words; he became the backing she needed to bring the idea to life, and the partnership formed. Their leadership dynamic is defined by a total respect for each other’s work and talents, and an unwavering commitment to The Exception Method.

Ruby and Dawood smile at the camera
Headshot of Ruby

Ruby Steel
Founder

Ruby is a trailblazer in inclusive design, working as a design strategist for many years before co-founding Studio Exception. She was also a “fixer” on the BBC Two show ‘Big Life Fix’, the programme that involves a team of inventors creating new and life-changing solutions for people in need. She believes that design is an emotion-led process, and brings a limitless source of empathy and passion to any task.

ruby@studioexception.com
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Headshot of Dawood

Dawood Sufi
CEO

Dawood came to design from a background in Law, drawn in by its immense role in impacting people’s lives. Quickly absorbing the inner-workings of creative industries, he was deeply impacted by the concept of inclusive design; he has since been determined to methodise the process of designing for one into a meaningful, industry-standard approach. 

dawood@studioexception.com
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Headshot of Ruby

Ruby Steel- Founder

Ruby is a trailblazer in inclusive design, working as a design strategist for many years before co-founding Studio Exception. She was also a “fixer” on the BBC Two show ‘Big Life Fix’, the programme that involves a team of inventors creating new and life-changing solutions for people in need. She believes that design is an emotion-led process, and brings a limitless source of empathy and passion to any task.

ruby@studioexception.com
View LinkedIn

Headshot of Dawood

Dawood Sufi- CEO

From an original background in law, Dawood was drawn to the world of design because of its power to impact people's lives. Quickly absorbing the inner-workings of creative industries, he was deeply impacted by the concept of inclusive design; he has since been determined to methodise the process of 'designing for one' into a meaningful, industry-standard approach. 

dawood@studioexception.com
View LinkedIn

Our team

To facilitate exceptional work, we need brilliant expertise. We are continuing to cultivate a team of passionate, talented specialists who all believe in the power of The Exception Method.

Photograph of Billy

Billy Steel

Narrative Lead

Photograph of Lydia

Lydia Millar

Exception Designer

Photograph of Wendy

Wendy Horrobin

Community Lead

Black and white photograph of Laura smiling

Laura Sigamoney

Project Manager

Our team

To facilitate exceptional work, we need brilliant expertise. We are continuing to cultivate a team of passionate, talented specialists who all believe in the power of The Exception Method.

Photograph of Billy

Billy Steel

Narrative Lead

Photograph of Lydia

Lydia Millar

Exception Designer

Photograph of Wendy

Wendy Horrobin

Community Lead

Black and white photograph of Laura smiling

Laura Sigamoney

Project Manager

Our partners

A London-based film production company and creative agency. From inspiration to execution, BiLLO produces world-class video, animation, and content for start-ups, scale-ups and international brands.

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A design and engineering studio specialising in product and business transformation. Mettle offer complimentary skillsets for Studio Exception, allowing for collaborations that extend Studio Exception's capabilities into full product development and prototyping.

View website

Our partners

A London-based film production company and creative agency. From idea to execution, BiLLO produces world-class video, animation, and content for start-ups, scale-ups and international brands.

View website

Mettle are a design and engineering studio specialising in product and business transformation, offering up complimentary skillsets for Studio Exception. The close working relationship allows for collaborations that extend Studio Exception's capabilities into full product development and prototyping both.

View website