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We make big ideas real through product design, strategy, design, and organizational change. </p> <p class="tagline"> <strong><a href="hire/">Learn how we can help your team.</a></strong> </p> </div> </header>  <section class="touts"> <div class="lc u--zero-pad"> <div class="standard-margin touts-3up"> <h2><a href="projects/" class="kicker kicker--invert">Big Clients</a></h2>  <section> <div class="lc u--zero-pad"> <div class="standard-margin">  <div class="g g-2-3-4up bmw_logos">  <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/caterpillar.svg" alt="Caterpillar logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/united-airlines.svg" alt="United Airlines logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/cigna.svg" alt="Cigna logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/ups.svg" alt="UPS logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/dotdash-meredith.svg" alt="Dotdash Meredith logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/principal.svg" alt="Principal logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/nasdaq.svg" alt="Nasdaq logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/pfizer.svg" alt="Pfizer logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/comcast.svg" alt="Comcast logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/target.svg" alt="Target logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/marriott.svg" alt="Marriott logo" class="bma_thumb" /> </div> </div>   <div class="gi"> <div class="bmw_logo"> <img src="/pix/logos/petsmart.svg" alt="Petsmart logo" class="bma_thumb" /> </div> </div>  </div>  </div> </div> </section>  <div class="continue"> <a href="projects/" class="btn btn--next"> <span class="btn-arrow-text--right">More Big Clients</span> </a> </div> </div> </div> </section> <section class="touts"> <div class="lc u--zero-pad"> <div class="standard-margin"> <h2><a href="ideas/" class="kicker kicker--invert">Big Ideas</a></h2> </div> </div> <div class="featured-links">  <div class="tout-links tout-links--spotlight tout-links--sec-index"> <div class="bmw_link bma_page1709"> <div class="bma_mediatop"> <a href="https://bigmedium.com/projects/sentient-scenes.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/sentient-scenes-promo.16x9-250.jpg" class="bma_thumb" alt="Tight screenshot of a Sentient Scenes with the words "wizard's hands trembled as energy spiraled out of control"" srcset="https://bigmedium.com/bm.pix/sentient-scenes-promo.16x9-2000.jpg 1504w, https://bigmedium.com/bm.pix/sentient-scenes-promo.16x9-1000.jpg 1000w, https://bigmedium.com/bm.pix/sentient-scenes-promo.16x9-500.jpg 500w, https://bigmedium.com/bm.pix/sentient-scenes-promo.16x9-250.jpg 250w" sizes="(min-width: 1050px) 1050px, 100vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/from-the-lab/" class="kicker kicker--tout kicker--invert">from the lab</a><h3 class="bma_head"><a href="https://bigmedium.com/projects/sentient-scenes.html" title="Sentient Scenes" rel="bookmark">Sentient Scenes</a></h3><div class="bma_desc">Peek behind the curtain to see how we created the radically adaptive interface for Sentient Scenes. It’s a playful exploration of the serious possibilities of Sentient Design and AI-mediated experiences.</div> </div> </div> </div> </div>  </div> <div class="lc u--zero-pad"> <div class="standard-margin touts-1-2-4up touts--show-desc">  <div class="tout-links tout-links--quicktease tout-links--sec-ideas"> <div class="bmw_link bma_page1704"> <div class="bma_mediatop"> <a href="https://bigmedium.com/ideas/2025-the-year-ahead.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/2025-promo.4x3-250.png" class="bma_thumb" alt="2025: The Year Ahead" srcset="https://bigmedium.com/bm.pix/2025-promo.4x3-2000.png 1200w, https://bigmedium.com/bm.pix/2025-promo.4x3-1000.png 1000w, https://bigmedium.com/bm.pix/2025-promo.4x3-500.png 500w, https://bigmedium.com/bm.pix/2025-promo.4x3-250.png 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/design/" class="kicker kicker--tout kicker--invert">design</a> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/2025-the-year-ahead.html" title="2025: The Year Ahead" rel="bookmark">2025: The Year Ahead</a></h3> <div class="bma_desc">AI shifts from tool to design material. Product design moves from consolidation to innovation. Generative AI loses its sparkle. Sentient Design comes to the fore. Josh Clark unpacks the signals reshaping design, strategy, and creativity in 2025.</div> </div> </div> </div> <div class="bmw_link bma_page1665"> <div class="bma_mediatop"> <a href="https://bigmedium.com/ideas/hello-sentient-design.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/sentient-design-hello.4x3-250.png" class="bma_thumb" alt="Illustration of four computers and devices lighting up with Sentient Design awareness" srcset="https://bigmedium.com/bm.pix/sentient-design-hello.4x3-2000.png 1200w, https://bigmedium.com/bm.pix/sentient-design-hello.4x3-1000.png 1000w, https://bigmedium.com/bm.pix/sentient-design-hello.4x3-500.png 500w, https://bigmedium.com/bm.pix/sentient-design-hello.4x3-250.png 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/sentient-design/" class="kicker kicker--tout kicker--invert">sentient design</a> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/hello-sentient-design.html" title="Say Hello to Sentient Design" rel="bookmark">Say Hello to Sentient Design</a></h3> <div class="bma_desc">Sentient Design is the already-here future of intelligent interfaces and AI-mediated experiences. Discover this framework and philosophy for working with AI as a design material.</div> </div> </div> </div> <div class="bmw_link bma_page1685"> <div class="bma_mediatop"> <a href="https://bigmedium.com/ideas/workshop-sentient-design-ai-experiences.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/sentent-design-workshop.4x3-250.png" class="bma_thumb" alt="Four devices lighting up with Sentient Design and machine intelligence" srcset="https://bigmedium.com/bm.pix/sentent-design-workshop.4x3-2000.png 1200w, https://bigmedium.com/bm.pix/sentent-design-workshop.4x3-1000.png 1000w, https://bigmedium.com/bm.pix/sentent-design-workshop.4x3-500.png 500w, https://bigmedium.com/bm.pix/sentent-design-workshop.4x3-250.png 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/events-workshops/" class="kicker kicker--tout kicker--invert">events & workshops</a> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/workshop-sentient-design-ai-experiences.html" title="Workshop: Craft AI-Powered Experiences with Sentient Design" rel="bookmark">Workshop: Craft AI-Powered Experiences with Sentient Design</a></h3> <div class="bma_desc">Reserve a private workshop to teach your product and design teams to imagine, design, and deliver AI-powered features and products.</div> </div> </div> </div> <div class="bmw_link bma_page1687"> <div class="bma_mediatop"> <a href="https://bigmedium.com/ideas/your-sparkles-are-fizzling.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/sparkles-wilting.4x3-250.png" class="bma_thumb" alt="Illustration of sparkles wilting on the vine" srcset="https://bigmedium.com/bm.pix/sparkles-wilting.4x3-2000.png 1200w, https://bigmedium.com/bm.pix/sparkles-wilting.4x3-1000.png 1000w, https://bigmedium.com/bm.pix/sparkles-wilting.4x3-500.png 500w, https://bigmedium.com/bm.pix/sparkles-wilting.4x3-250.png 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/icons/" class="kicker kicker--tout kicker--invert">icons</a> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/your-sparkles-are-fizzling.html" title="Your Sparkles Are Fizzling" rel="bookmark">Your Sparkles Are Fizzling</a></h3> <div class="bma_desc">Let’s retire the sparkle emoji, purple hues, and rainbow gradients for AI-powered features.</div> </div> </div> </div> </div>  </div> </div> <div class="lc u--zero-left-pad u--zero-right-pad u--triple-top-margin"> <div class="standard-margin touts-simple"> <h2><a href="https://bigmedium.com/ideas/links/" class="kicker kicker--invert">What we’re reading</a></h2>  <div class="tout-links tout-links--latest tout-links--sec-links"> <div class="bmw_link bma_page1707 bmw_link--noimage"> <div class="bma_body"> <div class="bma_body-wrap"> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/links/tiktok-will-never-die---the-atlantic.html" title="TikTok Will Never Die" rel="bookmark">TikTok Will Never Die</a></h3> <div class="bma_desc">TikTok might not be chit-chatting generative AI, writes Damon Beres, but it’s the most widely and deeply impactful AI application we’ve seen so far.</div> </div> </div> </div> <div class="bmw_link bma_page1702 bmw_link--noimage"> <div class="bma_body"> <div class="bma_body-wrap"> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/links/ms-copilot-flying-straight-into-the-mountain.html" title="MS Copilot Flying Straight Into the Mountain" rel="bookmark">MS Copilot Flying Straight Into the Mountain</a></h3> <div class="bma_desc">Vaclav Vincalek ponders what happens when <em>anyone</em> can casually create agents and set them loose.</div> </div> </div> </div> <div class="bmw_link bma_page1699 bmw_link--noimage"> <div class="bma_body"> <div class="bma_body-wrap"> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/links/when-combinations-of-humans-and-ai-are-useful.html" title="When Combinations of Humans and A.I. are Useful" rel="bookmark">When Combinations of Humans and A.I. are Useful</a></h3> <div class="bma_desc">A research study raises challenging questions about collaborative AI interfaces, including the value of “human in the loop” interfaces and explanations of AI logic and confidence scores.</div> </div> </div> </div> <div class="bmw_link bma_page1694 bmw_link--noimage"> <div class="bma_body"> <div class="bma_body-wrap"> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/links/ai-pioneer-thinks-ai-is-dumber-than-a-cat.html" title="This AI Pioneer Thinks AI Is Dumber Than a Cat" rel="bookmark">This AI Pioneer Thinks AI Is Dumber Than a Cat</a></h3> <div class="bma_desc">AI pioneer Yann LeCun reminds us that just because LLMs are good at language doesn’t mean that they’re smart.</div> </div> </div> </div> <div class="bmw_link bma_page1693 bmw_link--noimage"> <div class="bma_body"> <div class="bma_body-wrap"> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/links/beware-of-botshit.html" title="Beware of Botshit" rel="bookmark">Beware of Botshit</a></h3> <div class="bma_desc">Botshit is hallucinated content that makes its way into human communications or screws up decision making.</div> </div> </div> </div> <div class="bmw_link bma_page1692 bmw_link--noimage"> <div class="bma_body"> <div class="bma_body-wrap"> <h3 class="bma_head"><a href="https://bigmedium.com/ideas/links/radically-adaptive-world-model-ethan-mollick.html" title="A Radically Adaptive World Model" rel="bookmark">A Radically Adaptive World Model</a></h3> <div class="bma_desc">A research project generates a world based on Counter-Strike, frame by frame in response to your actions. What happens when you apply the same thinking to the design of websites, dashboards, or canvas apps?</div> </div> </div> </div> </div>  <div class="continue"> <a href="https://bigmedium.com/ideas/" class="btn btn--next"> <span class="btn-arrow-text--right">More Big Ideas</span> </a> </div> </div> </div> </section> <section class="touts"> <div class="lc u--zero-pad"> <div class="standard-margin"> <h2><a href="ideas/big-medium-newsletter.html" class="kicker kicker--invert">Big News</a></h2> </div> </div> <div class="lc"> <div id="mc_embed_shell" class="bmc_mailchimp moreinfo"> <p>Sign up for <a href="/ideas/big-medium-newsletter.html">A Little Big Medium</a>, our occasional email newsletter. 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href="ideas/big-medium-newsletter.html" class="btn btn--next"> <span class="btn-arrow-text--right">Learn more</span> </a> </div> </div> </div> </section> <section class="touts"> <div class="lc u--zero-pad"> <div class="standard-margin touts-3up"> <h2><a href="speaking/" class="kicker kicker--invert">Big Talk</a></h2>  <div class="tout-links tout-links--quicktease tout-links--sec-speaking"> <div class="bmw_link bma_page1654"> <div class="bma_mediatop"> <a href="https://bigmedium.com/speaking/sentient-design-josh-clark-talk.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/josh-clark-casual-intelligence.4x3-250.jpg" class="bma_thumb" alt="Photo of Josh Clark speaking in front of a screen with the text, "Get cozy with casual intelligence"" srcset="https://bigmedium.com/bm.pix/josh-clark-casual-intelligence.4x3-2000.jpg 960w, https://bigmedium.com/bm.pix/josh-clark-casual-intelligence.4x3-500.jpg 500w, https://bigmedium.com/bm.pix/josh-clark-casual-intelligence.4x3-250.jpg 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/sentient-design/" class="kicker kicker--tout kicker--invert">sentient design</a> <h3 class="bma_head"><a href="https://bigmedium.com/speaking/sentient-design-josh-clark-talk.html" title="Sentient Design: AI and the Next Chapter of UX" rel="bookmark">Sentient Design: AI and the Next Chapter of UX</a></h3> <div class="bma_desc">Josh Clark introduces Sentient Design, the already-here future of intelligent interfaces and AI-mediated experiences. Learn to design radically adaptive experiences that feel almost self-aware in their response to user needs.</div> </div> </div> </div> <div class="bmw_link bma_page1708"> <div class="bma_mediatop"> <a href="https://bigmedium.com/speaking/sentient-design-rosenfeld-video-series.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/promo-josh-clark-veronika-kindred.4x3-250.jpg" class="bma_thumb" alt="Josh Clark and Veronika Kindred: Sentient Design video series" srcset="https://bigmedium.com/bm.pix/promo-josh-clark-veronika-kindred.4x3-2000.jpg 1200w, https://bigmedium.com/bm.pix/promo-josh-clark-veronika-kindred.4x3-1000.jpg 1000w, https://bigmedium.com/bm.pix/promo-josh-clark-veronika-kindred.4x3-500.jpg 500w, https://bigmedium.com/bm.pix/promo-josh-clark-veronika-kindred.4x3-250.jpg 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/sentient-design/" class="kicker kicker--tout kicker--invert">sentient design</a> <h3 class="bma_head"><a href="https://bigmedium.com/speaking/sentient-design-rosenfeld-video-series.html" title="Video Series: Foundations of Sentient Design" rel="bookmark">Video Series: Foundations of Sentient Design</a></h3> <div class="bma_desc">Josh Clark and Veronika Kindred lead a three-part video series to introduce the principles and practice of Sentient Design and AI-mediated experiences.</div> </div> </div> </div> <div class="bmw_link bma_page1695"> <div class="bma_mediatop"> <a href="https://bigmedium.com/speaking/design-of-ai-sentient-design.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/design-of-ai-promo.4x3-250.jpg" class="bma_thumb" alt="Headshots of Josh Clark and Veronika Kindred promoting the Design of AI podcast and talking about Sentient Design" srcset="https://bigmedium.com/bm.pix/design-of-ai-promo.4x3-2000.jpg 840w, https://bigmedium.com/bm.pix/design-of-ai-promo.4x3-500.jpg 500w, https://bigmedium.com/bm.pix/design-of-ai-promo.4x3-250.jpg 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/podcast/" class="kicker kicker--tout kicker--invert">podcast</a> <h3 class="bma_head"><a href="https://bigmedium.com/speaking/design-of-ai-sentient-design.html" title="Design of AI: Sentient Design" rel="bookmark">Design of AI: Sentient Design</a></h3> <div class="bma_desc">Josh Clark and Veronika Kindred share the importance of design in shaping AI-powered experiences in this podcast conversation about Sentient Design, their new book, moving beyond the chatbot, generational views of technology, and much more.</div> </div> </div> </div> <div class="bmw_link bma_page1650"> <div class="bma_mediatop"> <a href="https://bigmedium.com/speaking/ai-and-design-systems-virtual-event.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/friends-with-robots.4x3-250.png" class="bma_thumb" alt="Making friends with the robots" srcset="https://bigmedium.com/bm.pix/friends-with-robots.4x3-2000.png 2000w, https://bigmedium.com/bm.pix/friends-with-robots.4x3-1000.png 1000w, https://bigmedium.com/bm.pix/friends-with-robots.4x3-500.png 500w, https://bigmedium.com/bm.pix/friends-with-robots.4x3-250.png 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/ai/" class="kicker kicker--tout kicker--invert">ai</a> <h3 class="bma_head"><a href="https://bigmedium.com/speaking/ai-and-design-systems-virtual-event.html" title="Online Event: AI and Design Systems" rel="bookmark">Online Event: AI and Design Systems</a></h3> <div class="bma_desc">The Big Medium team shares the many ways that we use AI to build and maintain design systems. (You can totally do it, too.)</div> </div> </div> </div> <div class="bmw_link bma_page1636"> <div class="bma_mediatop"> <a href="https://bigmedium.com/speaking/when-and-how-will-ai-replace-us.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/smashingconf_kevin.4x3-250.png" class="bma_thumb" alt="Kevin Coyle at Smashing Meet 2024: "The Future of Design Systems"" srcset="https://bigmedium.com/bm.pix/smashingconf_kevin.4x3-2000.png 346w, https://bigmedium.com/bm.pix/smashingconf_kevin.4x3-250.png 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/ai/" class="kicker kicker--tout kicker--invert">ai</a> <h3 class="bma_head"><a href="https://bigmedium.com/speaking/when-and-how-will-ai-replace-us.html" title="When will AI Replace Us?" rel="bookmark">When will AI Replace Us?</a></h3> <div class="bma_desc">Kevin Coyle addresses and subdues fears about AI taking out jobs. (Spoiler: This isn’t a new problem.) Instead, he shows how your new robot colleagues can help you do your job even better—right now, today.</div> </div> </div> </div> <div class="bmw_link bma_page1581"> <div class="bma_mediatop"> <a href="https://bigmedium.com/speaking/ai-is-your-new-design-material.html" class="bma_thumb"><img src="https://bigmedium.com/bm.pix/josh-clark-design-2.4x3-250.jpg" class="bma_thumb" alt="Josh Clark at Amuse Conference in 2019: "AI is your new design material"" srcset="https://bigmedium.com/bm.pix/josh-clark-design-2.4x3-2000.jpg 2000w, https://bigmedium.com/bm.pix/josh-clark-design-2.4x3-1000.jpg 1000w, https://bigmedium.com/bm.pix/josh-clark-design-2.4x3-500.jpg 500w, https://bigmedium.com/bm.pix/josh-clark-design-2.4x3-250.jpg 250w" sizes="(min-width: 1050px) 449px, 50vw" /></a> </div> <div class="bma_body"> <div class="bma_body-wrap"> <a href="https://bigmedium.com/bm.tags/sentient-design/" class="kicker kicker--tout kicker--invert">sentient design</a> <h3 class="bma_head"><a href="https://bigmedium.com/speaking/ai-is-your-new-design-material.html" title="A.I. Is Your New Design Material" rel="bookmark">A.I. Is Your New Design Material</a></h3> <div class="bma_desc">Discover the opportunities to use machine-generated content, insight, and interaction as design material in your everyday work.</div> </div> </div> </div> </div>  <div class="continue"> <a href="speaking/" class="btn btn--next"> <span class="btn-arrow-text--right">More Big Talk</span> </a> </div> </div> </div> </section> <section class="touts"> <div class="lc u--zero-pad"> <div class="standard-margin"> <h2><a href="speaking/" class="kicker kicker--invert">About Us</a></h2> </div> </div> <div class="lc u--zero-pad u--double-top-pad">  <div class="bmw_pageContent"> <p><strong>Big Medium is a design agency specializing in <mark>design for what’s next.</mark></strong> We help the world’s biggest companies level up their digital operations by creating exceptional online experiences, building design systems, and guiding the creative embrace of emerging technologies. Our team is led by UX trailblazer <a href="/about/josh-clark.html">Josh Clark</a>.</p> <p>We love an audacious challenge. 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