who we are.

Littlefish Design was founded in January of 2006 by Angela Matthews in Ann Arbor, Michigan. With experience in running environmental design departments for large architectural firms and prior experience of working in fabrication facilities, Angela carefully considered her field of practice. Shifting focus from large retail developments and fabrication details, she began to gain perspective on the larger practice of communicating through the environment. Reaching out to mentors from related design fields, Littlefish formed as a collaborative studio emphasizing the approach of “Learn, Think, Make.”

We embrace “Learn, Think, Make.” When applied to projects, it means starting with research, observation, open minds and open ears. Learn everything we can from as many perspectives as possible. Ask a thousand questions. Then think. Strategize. Consider how many user touch points exist, what cues are in the environment, how messages are interpreted and how these things relate, reinforce, clarify, and/or conflict. Define the reason and logic behind the existence of elements. Look at the project 100 ways. After thinking about a system, then we begin to conceptualize the form of things. Then make. Make it wonderful, make it intriguing, make it feasible, but mostly, make it effective.

When “Learn, Think, Make” is applied to our process as designers, it means constantly learning about industries and learning about ourselves. It means thinking about our people and our process, then making changes to maximize effectiveness and therefore finding fulfillment in our careers.

We believe the state of mind of a user is very important to consider when approaching a project. By understanding cognitive mapping and other spatial processes as they relate and inform the potential of creating environmental cues, we help to facilitate the user’s experience of finding what they are looking for in a manner that considers their state of mind. 

The discomfort and disorientation that accompanies wayfinding issues in healthcare settings, or the panic and rush of travelers in an airport, create very different contexts than the mindset that accompanies people out on the town for the night, or colleagues finding a conference space in a corporate setting. People entertaining themselves or accomplishing less critical tasks in a retail, restaurant, or urban setting display very different decision-making and choice behavior than a patient escort nervously looking for their destination in a hospital setting. Therefore we learn about circumstances, context and intent. We think about ways to communicate in the environment. Then we make systems that address the need.