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R. MICHAEL HENDRIX

I lead Huldunótur, a Reykjavík-based strategic design practice that helps organizations navigate growth, organizational change, and international visibility without losing the qualities that make them distinctive in the first place. My work combines design strategy, qualitative research, storytelling, and collaboration to help people clarify who they are, align around new opportunities, and build lasting cultural and strategic value.
My practice focuses on the deeper conditions that shape organizations and communities. I work to understand people and place before translating those insights into meaningful experiences, stronger identities, and clearer strategic direction. I help teams navigate transition while strengthening their cultural relevance and sense of purpose. Although the work often begins with research and strategy, I care just as deeply about making ideas tangible through exhibitions, publications, films, workshops, and public experiences.
Before founding Huldunótur, I spent fourteen years at IDEO as a Partner and Global Design Director, leading design and innovation work across the United States, Europe, and Asia. I worked with organizations ranging from the White House and the GRAMMYs to global companies in consumer products, healthcare, and technology. Together we expanded the role of design beyond products and branding, using it to drive innovation, improve customer experiences, support organizational transformation, and shape long-term growth strategy.
Today I advise companies, governments, universities, cultural institutions, and founders on design strategy, innovation, customer experience, brand positioning, organizational change, and the future of the creative industries.