Recently, Partner Jonathan Lin, a Pratt Institute alumnus, was featured in Prattfolio magazine, discussing the early journey of building New Studio Partners and the role of design in a value-driven world.

One idea that continues to shape how we work is simple:

While what we create is design, the real deliverable is value.

In practice, this means the brief is often only the starting point. Clients regularly ask for things that fall outside the original scope or even outside our previous experience. The challenge is not simply executing what is asked, but understanding the outcome that will create the most value and working backwards from there.

When the focus shifts from deliverables to value, the question changes from “Do we know how to do this?” to “How do we get there?”

This mindset has guided our approach to projects across healthcare, civic institutions, medtech, and emerging technology companies. Each engagement becomes an opportunity to learn quickly, adapt, and build new systems that move the work forward.

As Jonathan notes in the article:

“Talent matters, but clarity and curiosity will take you much further.”

You can read the full interview here:
https://www.pratt.edu/prattfolio/stories/jonathan-lin/