Harmonic Design

What Harmonic Design does

Harmonic Design is a privately held, founder-led service design consultancy headquartered in Atlanta, Georgia, founded in October 2018 by Patrick Quattlebaum (CEO) and James Morelli (COO). The firm sells bespoke B2B professional services to enterprise clients, organized around three interconnected practices: Innovation & Reimagination (launching or redesigning offerings), Orchestration & Harmonization (shifting from fragmented product experiences to journey-based outcomes), and Transformation & Integration (building in-house service design capabilities). Engagements are scoped and priced per-client, spanning workshops, coaching, and long-term partnerships, with named enterprise clients spanning healthcare, public libraries, retail, telecommunications (Cox Communications), transportation (Amtrak), travel & hospitality (a major U.S. airline), financial services, insurance, government, and non-profit (Rare) sectors.

The firm's intellectual property centers on proprietary service design methodologies rather than software products. Frameworks include TACIT (an observation scaffold for service safaris), Relationship ARC (an operating system comprising Artifacts, Rituals, and Commitments for stewarding organizational change), and the Intelligent Experience Canvas (introduced in 2024 to structure AI strategy conversations and value-exchange alignment). The firm also publishes the free Service Safari Toolkit under a Creative Commons license and authored the book 'Orchestrating Experiences' (Rosenfeld Media, 2018), which functions as a foundational reference for the practice. In November 2024, Harmonic entered a strategic partnership with TheyDo, a journey management platform, to combine consulting with software-enabled journey management delivery across North America.

Commercially, Harmonic operates with 11–50 employees (20+ team members), serves 11+ verticals horizontally, and reaches enterprise buyers through a direct, field-led sales motion augmented by content marketing (Perspectives blog, Touchpoint journal contributions, Rosenfeld Podcast appearances, conference participation, and community events such as Practice Week and the Atlanta chapter of the Service Design Network). Revenue is generated through professional services engagements under quote-based pricing that is not publicly disclosed, and the firm has no disclosed external funding, parent company, or subsidiaries.

Name

Harmonic Design

Legal name

Harmonic Design, Inc.

Website

https://thisisharmonic.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Harmonic Design is a privately held, founder-led service design consultancy headquartered in Atlanta that helps enterprise clients across 11+ verticals move from fragmented product experiences to journey-based outcomes through three practice areas: Innovation & Reimagination, Orchestration & Harmonization, and Transformation & Integration.

Ownership category

akta.pro rank

Product category

Service Design Consulting

NAICS

Other Specialized Design Services (54149)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

akta.pro secondary industry

Organization Design & Restructuring (BPACAJAB)

Keywords

• Service design consulting
• Customer experience design
• Journey management services
• Design strategy consultancy
• Organizational transformation design

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Professional Services / Consulting Engagements: Tailored consulting engagements working alongside clients to co-create measurable value. Services include Innovation & Reimagination, Orchestration & Harmonization, and Transformation & Integration. Engagements are structured around client unique challenges, ambitions, and culture with various engagement types including workshops, coaching, and long-term partnerships.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Harmonic Design is a service design consultancy that helps large organizations navigate complexity and unlock greater value for stakeholders through three core service practices: Innovation & Reimagination (creating or redesigning products and services), Orchestration & Harmonization (shifting from fragmented product experiences to journey-based outcomes), and Transformation & Integration (building in-house service design capabilities). Engagements are delivered as tailored consulting, workshops, coaching, and long-term partnerships with enterprise clients across industries.

Product overview

Harmonic Design is a US-based service design consultancy offering a portfolio of professional service offerings centered on helping organizations navigate complexity and unlock greater value for all stakeholders. The core offerings include three interconnected service practices: Innovation & Reimagination (for creating or redesigning products and services), Orchestration & Harmonization (for journey-based outcomes and unified experiences), and Transformation & Integration (for building in-house service design capabilities). Supporting these service offerings are proprietary tools and resources including the Service Safari Toolkit (a downloadable methodology guide for service exploration), the TACIT Framework (an observation framework for service evaluation), and the Intelligent Experience Canvas (a strategic planning tool for AI initiatives). The firm also authored the book 'Orchestrating Experiences' which serves as a foundational reference for their practice approach. These offerings are delivered through collaborative consulting engagements tailored to each client's unique challenges.

Differentiator

Problem solved

Functional benefit

Products and services

• Innovation & Reimagination Consulting service helping organizations move from opportunity to breakthrough products, services, and experiences. Includes conceptualizing new offerings, experimentation, activating innovations, and evolving innovation practice. Target customers are enterprise organizations seeking to launch, expand, or reimagine offerings.
• Orchestration & Harmonization Consulting service focused on shifting organizations from fragmented product experiences to journey-based outcomes. Helps build service design systems that deliver unified experiences across products and channels. For enterprise organizations seeking alignment between service goals and customer journeys.
• Transformation & Integration Consulting service that helps organizations establish and grow in-house service design capabilities. Includes service-orientation assessment, competency design, side-by-side practice, learning experiences, and coaching. Aimed at enterprises that want to build durable internal design capacity.
• Orchestrating Experiences (Book) A practical guide for designers and professionals working to create products and services in complex environments. Co-authored by Patrick Quattlebaum and Chris Risdon and published by Rosenfeld Media in May 2018.
• Service Safari Toolkit

Quantifiable outcome

• Reduced data sources by one-third for airline client, establishing foundation for AI-powered systems
• +2 more outcomes

Named customers7 records

Segments8 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• TheyDocoreTechnology or Integration · 1 November 2024Partnership with TheyDo, a journey management platform provider, to accelerate journey management adoption in North America. The partnership combines Harmonic's service design consulting expertise with TheyDo's platform technology to help clients establish and scale journey practices. TheyDo brings together insights, opportunities, metrics, personas, and solutions into one integrated tool, while Harmonic provides consulting integration with strategy, research, design, and product management.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Livework: Global service design consultancy with deep expertise in journey management, service design, and experience strategy. Direct peer — Harmonic team members co-curate the Advancing Service Design conference with Livework's founder Ben Reason, and both firms target enterprise clients across similar industries.
• Designit: Global service design and innovation consultancy (now part of Wipro) specializing in experience strategy, service design, and digital transformation. Direct peer — comparable boutique-to-mid-sized service design practice with similar enterprise-focused GTM and cross-industry verticals.
• Method: Global design and engineering consultancy with service design, experience design, and innovation capabilities serving enterprise clients across financial services, healthcare, and technology. Direct peer — comparable mid-sized design consultancy targeting similar enterprise transformation work.
• Punchcut: Boutique design and innovation consultancy specializing in service design, experience strategy, and product design for enterprise clients. Direct peer — similar size and positioning in service design for large organizations, with comparable cross-industry expertise.

Broad incumbents

• Fjord (Accenture): Design and innovation consultancy within Accenture, specializing in service design, experience strategy, and digital transformation for the world's largest enterprises. Broad incumbent — competes for the same enterprise service design RFPs but with significantly larger delivery capacity and global footprint.
• IDEO: Pioneering design and innovation consultancy with established service design practice serving Fortune 500 clients across healthcare, financial services, retail, and transportation. Broad incumbent — overlapping methodology (human-centered design) and enterprise client base, but with much broader portfolio including product and brand design.
• Frog Design: Global design and strategy firm with deep service design, brand, and product design capabilities serving enterprise clients across industries. Broad incumbent — directly comparable in service design methodology and enterprise targeting, with larger teams and a global delivery network.
• Deloitte Digital: Digital transformation arm of Deloitte, including a dedicated service design and customer experience practice serving large enterprise and government clients. Broad incumbent — competes for enterprise CX/transformation mandates with global delivery scale Harmonic cannot match.
• McKinsey Design (Lunar): McKinsey's design practice (built around acquisitions including Lunar and Veryday) offering service design, product design, and experience strategy for Fortune 500 clients. Broad incumbent — direct competition on the largest enterprise transformation engagements, with deep C-suite access.

Others

• Rosenfeld Media: Design media and consulting firm publishing books, hosting the Rosenfeld Podcast, and running conferences including the Advancing Service Design conference. Others — not a direct competitor but a key ecosystem partner (publishes Quattlebaum's book, co-curates conferences) that influences the service design community Harmonic operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thisisharmonic

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harmonic Design