Smithery is an Strategic Design Unit based in London, whose works centres on the idea that 'Making Things People Want > Making People Want Things'. Founded by John V Willshire in 2011, the purpose of the studio is to help companies Make Things People Want, rather than Make People Want Things. Clients include Konica Minolta, LEGO, BBC, Experian, IED Barcelona, ACCA, Immerse UK, EA, and the Food Standards Agency.