Your big creative partner –
just without the pitfalls

all in one
design &
agile &
we love
what we do
why smal

Each of our clients works directly with one or more of our SMAL founders. We have fused several different design disciplines together, along with our coding department. SMAL opens the door to a myriad of personally tried-and-tested services, allowing maximum efficiency in each department. The departments work together very closely to achieve optimal results and communicate openly. We encourage an open and direct dialogue, because we find that it, in turn, encourages solution-oriented work. Seeing as SMAL is such a big fan of finding solutions, it goes without saying, that we apply this to every single project we take on…

Design and implementation go hand in hand at SMAL. We house a dedicated development team: the coders and designers work together. The work process is made highly efficient through the shared work space. Their skills merge at important intersections in the project. Thanks to such proximity, the coders and designers can overcome any tech obstacle and go on to push design boundaries.

We offer design and innovation. We are consultants and developers. More importantly, we are idea-makers, a company run by four colleagues and friends – all leaders in their respective fields. Together with this team, SMAL has worked all over the world. SMAL has worked with companies from many different sectors. SMAL has experienced an array of markets. In short, the SMAL team has amassed copious amounts of experience. Experience we are keen to share with you. We’d like to invite you to collaborate with us.

Our locations – Munich: a city which blends the traditional and the modern perfectly, and brims with inspiration.  San Francisco: home to the ever-so-exciting Silicon Valley. We develop brand experiences for forward-thinking companies. We work with our clients in a highly collaborative way: the key is to embrace experimentation, embrace curiosity, embrace new ideas. Our lean structure and internal service capabilities optimize our work process in such a way that we can operate on several projects at once. These extensive capabilities allow for agility in the workflow. 

A deep and extensive understanding of the consumer brings satisfaction and excitement to all of us. Our strength lies in building a powerful foundation for the client. The foundation becomes the portal to innovation. Join our culture of thinkers and creators. Let us create together! Our enthusiasm for putting a new achievement on the market, which interacts with and engages the consumers, knows no bounds. Whether the result is physical or digital, SMAL will help you create meaningful and user-friendly products. 

Reviews come in all shapes in sizes. The one thing all of ours have in common is a compelling story. We are story tellers. We are the doodlers. And we are the ones who make fantasies into a reality. We love what we do and we would love to tell you about it:


What we do,
and what it means to work with us

Interaction Design
Visual Design
Information Architecture
UI Specification
UI Styleguide
UI Prototyping
Mobile Applications
User Interface Design

UI brings together interaction design, visual design and information architecture which translates to the perfect balance of aesthetics and interactivity with ease of use.

AngularJS, jQuery
Responsive Layouts
Web Applications
Web Portals
User Experience Prototypes
Mobile Applications
Front-End Development

Technically developing systems and code to enable visual designs to become ultimate digital touch points across different browsers and devices.

CMS (Drupal, Wordpress, Joomla, etc.)
Webshops (Magento, Shopify, WooCommerce, CS-Cart, etc.)
Custom Solutions
SEO Optimization
Back-End & App Development

Rich functionality to websites means creating rock-solid back ends that function as the foundation for a fantastic front-end.

Usability Testing
Experience Journey
Qualitative Research
Consumer Observation
Opportunity Framework
User Experience Design

Our consumer-centric approach leaves out nothing on the experience journey. Through observing intuitive behavior, we find out what’s pertinent and valuable.

Concepts & Visions
Design Language
CAD & Visualization
2D/3D Renderings
Project Management
Vendor Evaluation & Selection
Product Design

From ideation to exploration and refinement thereof, we help you craft and implement long-term sustainable product experiences.

Mechanical Design
Cutter Guide Layout
Print Specification
Quick Start Guide
User Manuals
Project Management
Vendor Evaluation & Selection
Packaging Design

The first physical touchpoint which supports the product, the experience and serves as an informative medium.

Ethnographic Research
Audits & Benchmarking
Opportunity Framing
User Testings
Consumer Research

Innovation from a consumer perspective means uncovering hidden needs and desires you can subsequently act on. We immerse ourselves into your relevant context, you reap the results.

Brand Positioning
Persona Definition
Corporate Identity
Brand Strategy

We help companies identify, create and strategically position their brand. Our core promise is to build your core promise in a collaborative way.

Print Materials
Digital Materials
Corporate Identity Styleguide
Marketing Materials
Graphic Design

What you can imagine, we can visually create. Graphic design means establishing an identity and influencing perceptions of a brand.  

Consumer Journeys
Observing Consumer Habits
Process Optimization
Defining Ideal Experiences
Service Design

Projecting design thinking processes onto the context of services creates enriching and authentic brand experiences through a great infrastructure.

In-store Retail
Popup Store
Hospitality Industry
Environment Design

Spaces offer opportunity to create authentic and holistic brand experiences which your clients can immerse themselves in.

Product Images
Lifestyle Shots
Photorealistic Renderings
2D & 3D Animations
Animated Slideshows
Photo & Video Production

Commercial imagery and video production to support in telling your brand’s story.

Smal Benefit

How you can benefit
from our expertise



  • Shark Tank
  • Ideation Workshops
  • Rapid Evaluation


  • Opportunity Framing
  • Brand Strategy
  • Corporate Identity
  • Product Strategy
  • Technology Strategy
  • Proof of Concept
  • Investor Pitch Support


  • Experience Planning
  • Product & Software Development
  • Usability Testing
  • Partner Sourcing
  • Implementation
  • Idea Protection

1st stage

  • Experience Management
  • Marketing Support
  • Kickstarter Support
  • Aiding Market Entry
  • Product Maintenance
  • Product Optimization

2nd stage

  • Experience Audit
  • Product Roadmap
  • Successor Ideation
  • Opportunity Hypothesis
  • Product Development
  • Marketing Material

3rd stage

  • International Insights Generation
  • Update Brand Strategy
  • Product Development
  • Vision Showcases
  • Identifying New Business Opportunities