uno : uno was founded in 2010 by the polish designer Dagmara Siemieniec and the Italian designer Federico Ferretti. It was originally conceived as a side project to the consultant design work that both founders were doing and became a design oasis for searching and applying a simplified approach to the design innovation and for exploring the boundaries between process and persuasion. uno : uno incepted company such as Moleskine and Chicco Artsana with UCD approach and helped startup such as OneTray in structuring and applying a strategic innovation roadmap. Instead of seeking clients uno : uno is selectively and respectfully pursue ‘perfect fits’, those targeted organisations that they can best help. uno : uno believe more in human relationships than merely in human centred design, preferring to say ‘no’ early and often, weeding out clients that would be better served by others and those that cannot afford and sustain design intimacy and teamwork. By using ‘no’ uno : uno is giving power and credibility to their ‘yes’. Ultimately uno : uno want to be succesful, not famous.