IF is a design studio

IF was founded by Sarah Gold in 2015 to work on hard problems around accountability, digital rights, machine learning and privacy. We work as a consultancy, collaborating with clients to build more empowering products, and as a research team, exploring the bleeding edge of trust and design.

User-centred approach

We learn about how people actually use technology, so the ideas we develop are practical and empowering.

Thinking by making

Prototyping helps us refine our approach, whether we're inventing new products or defining a digital strategy.

Designing for data

Our work shapes the technical architecture of services we work with, protecting people and enabling new products.