Design Thinking + Decision Quality Events in life are random and by embracing uncertainty we can do better — by Design  

create value

Design Thinking + Decision Quality

Events in life are random and by embracing uncertainty we can do better. Using a value creating business approach we bring together creative methods from commercial advertising and organizational behavior balanced with logical reasoning from decision science to solve complex business problems in fiercely competitive landscapes. Our novel blend of Design Thinking + Decision Quality processes and tools bring clarity and insight to business strategy, social dilemmas and innovation decisions under uncertainty. This framework appropriately mitigates risk - responsibly, ethically and, without hindsight regret. With a clear line of sight to the creation of value, complementing the creative design process is critical for innovation to evolve in organizations and social environments.

Strategic Innovation

Asylum Studios was founded in the early 1990's as a Creative Consultancy in Chicago specializing in senior team relationships with initiatives for highest priority products, services, and consumer experiences. Honored to work with leading worldwide organizations including BP Amoco, Takeda Pharmaceutical (TAP), The Rockefeller University, Random House and, The SWATCH Group, our deep knowledge contributes significantly to global organizations pursuing innovation. Opportunities to connect have become increasingly complex. Recognizing the need for organizations to navigate this complexity, we engage quantitative and qualitative methodologies to structure problems and opportunities. Using this optimal balance of processes and tools, our value creating approach facilitates innovation by maximizing possibilities which are creative and actionable. Why does this matter? Creativity and design are only as relevant as they are measurable — for creating value in business strategy and strategic innovation.

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what we do


Strategy, Innovation, Creativity

Mathematics based quantitative methodologies for creating and protecting value in highly competitive and complex environments. + Strategy and Problem Solving for Creating Value + Design Thinking + Decision Quality for Strategic Innovation + Strategic Interactive Decision Making and Negotiation + Business, Product, Service, Pricing and Market Strategy + Creative Problem Solving for Opportunities and Possibilities + Strategic Insight and Ideation + Decision Analysis and Decision Quality + Value-creating Risk Management + Commitment to Excellence in Execution

Creative Work

Design Innovation and Creativity

Creative and qualitative problem solving to identify and define possibilities — to find, create and build new opportunities and relationships where none yet exist. + Innovative Human-centered Design + User-centric Design of Products, Services, Experiences + Relationship-focused Interactive Consumer Engagement + Integrated Events, Promotions, Campaigns + Brand Development and Management + Illustration Style & Image, Look & Feel, and Identity Logo Development + Product Development, Market Positioning and Launch + Creative Storytelling in Visual, Verbal, Written Communication and Messaging


An Interdisciplinary Approach

Relevance begins with capturing hearts and minds through value creating products, services, and experiences. Creativity and empathy are the foundation for innovation yet limited without the logic of science. Our approach begins with the observation of human behavior of an event and its affect on the likelihood of possibilities. This knowledge generates information modeled as insight for considering new alternatives to solve the right problem. Measuring value and risk brings further clarity thereby increasing creativity and the likelihood for better outcomes. We are uniquely positioned to help organizations compete through creative Design Thinking + Decision Quality — an interdisciplinary approach to creating value through design for innovation.


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Tom Nemoda

Creative Professional and Co-founder, Asylum Studios Creativity. The way in which we see the world more clearly. 'The way each of us sees the world is what sets one creative apart from the other. I see creativity as a willingness—to be deliberately open to all that is possible. Creative thinking brings financial value to business in fast-changing organizations. The role of creativity in my work allows for alternative ideas when deliberating a business opportunity or problem. Good creative work is recognized as a rich dynamic tool to connect with the consumer in a promise to enrich some aspect of their life. The purpose is to meet the needs of the consumer through an experience or interaction which speaks to their preferences and values.' Strategic creative thinking creates possibilities for better communication, solves a problem and creates value. Asylum Studios is a creative consultancy leading creative initiatives for organizations worldwide. Prior to founding his consultancy, Tom's rich expertise launched consumer products for brands such as Phillip Morris, Kellogg's, and McDonald's with agencies including Leo Burnett and AGA. Tom completed post-degree studies at The School of the Art Institute of Chicago in Studio and Fine Arts Management and holds an Associate of Arts Degree with Honors, in Commercial and Advertising Art from the American Academy of Art. By osmosis he became involved in the creation of value through innovation and serves as an active non-member of the Society of Decision Professionals helping promote their outreach for good decision making.

Ramona Grigaliunas Nemoda

Mathematics Based Strategy, Innovation and Creativity Professional Two decades consulting as a strategic facilitator and hands-on creative professional thriving in competitive strategic environments faced with uncertainty. Humbly and successfully integrating strategy, innovation, and creativity for highest priority products and services to create value. ‘I have always been fascinated by how people make decisions. Inherently experiencing outcomes by influencing the decision making process, I confidently know there is no better place I belong. In business as in life, the best compliment to my experience is in the pleasure and privilege of participating with such wonderful players.' Ramona balances logic and reasoning with creativity for solving complex business problems. Using an interdisciplinary approach to design from a value-creating business view, she brings together methods from commercial advertising, organizational behavior and decision sciences for optimal business strategy and consumer engagement. An active member of the Society of Decision Professionals, Ramona holds a Postgraduate Certificate in Strategic Decision-Making and Risk Management from Stanford University and earned her Bachelor of Arts Cum Laude with Honors, in Design from Columbia College. She is currently investigating interdisciplinary research in the fields of design and decision science for the creation of value through design for innovation.

kind words

The SWATCH Group New York NY USAAnnual Report The SWATCH Group Corporate Annual Report, Excerpt “With over 30 years of experience, Lasag is the leading manufacturer of industrial solid state laser solutions for the medical device, automotive, electronic, aerospace and watch industries. 2008 was distinguished by increasing market activities for the regions of North America, Asia and Eastern Europe. In North America Lasag was able to reach its market goals through new management, regardless of the weak US dollar. The impressive booth at the largest industrial exhibition, IMTS (Industrial Machine and Technology Show) in Chicago and a presence at the many medical device shows were important factors in reaching the positive results...”
The Rockefeller University New York NY USAShiaoching Gong, PhD Research Associate Professor “GENSAT is a New York City-based high throughput brain mapping project. Funded by the National Institutes of Health (NIH) and housed at The Rockefeller University, we provide the world’s neuroscience community with transgenic resources. We contacted Asylum Studios to create a logo for us. We worked directly with the artists who provided us with a number of models that we chopped and changed until we had a perfect fit. (Ironically, this is what we do with DNA!) We highly recommend this studio to customers who want Madison Avenue quality without the Madison Avenue price tag.”
BP Amoco Alpharetta GA USAMarla Witbrod Marketing Communications Manager, Carbon Fibers ”Asylum Studios has a real knack for the creative side of business.”
The Gold Award Printing Industries of Northern California (PINC) USASnow Seed Co. Salinas CA USA Creative design coupled with extensive photo-illustrative drawing techniques created this Award-Winning Snow Seed Corporate campaign. The work won The Gold Award from the Printing Industries of Northern California (PINC). This prestigious Award represents quality artists, outstanding creative work, and showcases production excellence.
Lasag Industrial Lasers A Company of The SWATCH Group Thun SwitzerlandDietmar Wagner, PhD Managing Director “Our long-term relationship with Asylum Studios has enhanced worldwide sales of our products by developing a modern presence. Not only is the work compelling, they are great people to work with.”
Purdue University – Calumet Calumet IN USAMark LaCien Associate Vice Chancellor Marketing “Purdue University Calumet is growing and we needed to make sure we were telling that story throughout campus to current, new and prospective students, as well as other visitors. We needed environmental banners that added vitality to the campus, yet kept the Purdue commitment to education (through its word mark.) Asylum Studios addressed both needs with its design solutions. Asylum created ideas with little prep time and had winning designs ready within a week. We now have this messaging throughout all green areas to remind everyone what a dynamic campus they are on and continue to receive great reviews from onlookers.”