MEET HUGO
OWner + MANAGING DIRECTOR
Hugo Gatsby is an award-winning designer, author, and behavioural science strategist who designs digital ecosystems that change how organizations think, work, and connect. His expertise spans large-scale branding, advanced web design, and culture-led change management, helping organizations align strategy, technology, and human behaviour to drive meaningful adoption and long-term impact.
As the founder and project manager of Stradea Design Labs, Hugo leads complex, multi-phase rebranding and website-transformation initiatives across the public and private sectors. His work uniquely integrates gamification, behavioural science, and user-centred design to turn abstract change strategies into engaging, practical experiences that shift behaviours, strengthen internal culture, and improve stakeholder trust.
Diagnosed with autism at a young age, Hugo brings a neurodivergent perspective to inclusive engagement and systems thinking. By blending empathy with analytics, he creates accessible, human-centred design frameworks that resonate across diverse audiences, foster psychological safety, and support positive, sustainable culture change.
Past Education
- Master’s Degree: Behavioural Finance, Harvard University, 2015
- Post-Graduate: Management, Harvard University, 2014
- Master’s Degree: Digital Media, Simon Fraser University, 2011
- Post-Graduate: Applied Art Photography, Mohawk College, 2008
- Bachelor of Arts: Media Arts, University of Western Ontario, 2007
- Honours Diploma: Enterprise Business, McMaster University/Mohawk College, 2004
- He proposed to the first person he said "I love you" to, she said yes.
- He makes his own private label line of Bourbon (with his kids)
- He's published a best-seller called Hack the Planet: Cognitive Bias Codex
- He's recognized by Los Angeles Centre for Digital Art as a top 40 digital artist
- He's worked on every decade of vehicle from the 1940's to present
- The 1967 Mustang Convertible was his favourite project with his step dad
CLIENTS HUGO HAS Helped
