We’re a strategic product design consultancy based in New York City, led by industry veterans.

We should talk.

We help organizations create new products and proof-of-concepts for emerging technologies.

These days, beautiful interfaces and slick experiences are a given, but that alone won't guarantee your success. First Principle helps our clients find their unique advantages and turn them into category defining products. You'll get expert product and design direction, not just a pretty face for your business.

Our services include idea generation, experience design, interaction design, systems design, education, workshops and more.

We work with VCs, startups and Fortune 500 companies for whom design plays a strategic role.

Thomas Petersen and Travis Schmeisser, the partners of First Principle, previously led design across multiple product teams at Square for almost five years. During that time, they developed many of the core products and services that exist there today, taking it from start-up through an incredibly successful IPO.

Prior to that, they were part of the world-renowned consumer application design studio 80/20, after running their own agencies for almost a decade.


190 North 10th St #202
Brooklyn, NY 11211