What Transformation by Design LTD does

Transformation by Design LTD (TbD) is a London-based strategic design studio founded in 2022 by Rowan Conway. The firm operates as a small practice — approximately 10 employees — that resourced each engagement with trusted talent drawn from a curated expert network, deliberately keeping fixed headcount low relative to project throughput. TbD describes its core methodology as 'collaborative strategic design' applied to mission-oriented innovation, transitions, and systems-scale innovation, working with partners to break through systemic challenges with a 'direct line of sight to action'. Functional capabilities include mission-oriented innovation design, experimentation and prototyping, community building and co-design, and learning/innovation coaching, delivered through three commercial streams: bespoke consulting projects, speaking engagements, and masterclasses.

The firm's client roster is dominated by large institutional buyers across the public and purpose-driven sectors: the European Commission (an 18-month Mutual Learning Exercise on EU Missions), the UK Civil Service (a Public Design Review prototyping a Public Value Return on Investment model), the Royal Society of Chemistry (an RSC Mission Lab series that supported nine funding bids totalling over £80 million), Lloyd's Register Foundation (a World Risk Poll Community of Practice across eight institutions), and Wandsworth Borough Council / Wandsworth Council (community needs assessments and property-partnership prototyping). Academic partners include UCL Institute for Innovation and Public Purpose and Cambridge Econometrics. The segmentation approach is horizontal across government (supranational, national, and local), NGOs and foundations, academic and research institutions, purpose-driven businesses, and social enterprises.

Commercially, TbD generates revenue exclusively through professional-services fees — bespoke projects, keynotes, and masterclasses — with quote-based, non-publicly-disclosed pricing. The firm is privately held with no disclosed external funding, parent company, or institutional investors; available evidence suggests it is bootstrapped or organically funded through project engagements. No AI/ML products, software, apps, or APIs are part of the offering, and the firm's intellectual property resides in its methodology, brand, and founder-led expert network rather than in codified technology assets. Marketing and distribution are conducted via the company website, the founder's Medium blog, LinkedIn, and direct outreach, with delivery via direct engagement rather than channel partners.

Name

Transformation by Design LTD

Legal name

Transformation By Design LTD

Website

https://transformationbydesign.co.uk

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Transformation by Design LTD is a London-based strategic design studio founded in 2022 that helps governments, NGOs, and purpose-driven organisations tackle systemic challenges through mission-oriented innovation, transitions, and systems-change work delivered via bespoke projects, masterclasses, and speaking engagements.

Ownership category

akta.pro rank

Product category

Strategic Design Consulting

akta.pro primary industry

Organization Design & Change Management Consulting (BPAHACAD)

akta.pro secondary industries

Change Management & Transformation Consulting (BPAHAGAC), Organizational Change & Transformation Coaching (EDABANAG), Change Management & Transformation Leadership (EDABAAAD)

Keywords

• Strategic design consulting
• Mission-oriented innovation
• Systems change facilitation
• Public sector advisory
• Co-design services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Bespoke consulting projects: Custom strategic design engagements tailored to specific organisational challenges related to systems change and mission-oriented innovation.
2. Speaking engagements: Keynotes and presentations on mission-oriented innovation, transitions, and systems innovations.
3. Masterclasses: Training programmes in mission, transitions and systems innovations offered to organisations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Transformation by Design is a strategic design studio that delivers bespoke projects, speaking engagements, and masterclasses in mission-oriented innovation, transitions, and systems-scale innovation. It works with ambitious organisations—primarily in the public, non-profit, and purpose-driven sectors—using collaborative strategic design, co-design facilitation, and experimentation/prototyping to break through systemic challenges and translate complex ideas into tangible action.

Differentiator

Problem solved

Functional benefit

Products and services

• Bespoke strategic design projects

Quantifiable outcome

• 9 funding bids totalling £80+ million supported through RSC Mission Lab project
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Our RoehamptonminorStrategic or Co-development Partner · 1 January 2025TbD was commissioned by Wandsworth Borough Council in partnership with Our Roehampton to deliver the Alton Renewal Plan Community Space Needs Assessment.
• Lloyd's Register FoundationcoreStrategic or Co-development Partner · 1 January 2023TbD teamed up with LRF to establish a Community of Practice around the World Risk Poll. This collaborative hub brings together eight worldwide institutions to address critical issues of climate change and resilience, amplifying the impact of World Risk Poll findings.
• Cambridge EconometricsminorStrategic or Co-development Partner · 1 January 2023Working alongside Cambridge Econometrics and UCL Institute for Innovation and Public Purpose on the Public Design Review for the UK Civil Service, prototyping a Public Value Return on Investment model.
• UCL Institute for Innovation and Public PurposecoreStrategic or Co-development Partner · 1 January 2023Academic partner in the Public Design Review project, bringing together stewards of public design with stewards of public value in UK Government.
• Local Capital FinanceminorStrategic or Co-development Partner · 1 January 2023Partnership logo visible in Wandsworth Town Property Partnership materials, involved in the local property partnership initiative.
• Royal Society of ChemistrycoreStrategic or Co-development Partner · 1 January 2022TbD partnered with RSC to host a series of Mission Labs exploring Polymers in Liquid Formulation (PLFs) sustainability challenges. Together they created an industry roadmap to sustainable PLFs and co-designed the innovation portfolio needed for this transition. As part of this work, they supported development of nine bids totalling £80+ million.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths3 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/transformation-by-design-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Transformation by Design LTD