NewDealDesign, Designers Behind Lytro Light Field Camera and Fitbit Wireless Trackers, Wins National Design Award

Selected for Excellence in Product Design by Distinguished Jury Based on a Commitment to Innovation and Enhancement of Quality of Life

May 09, 2013, 12:00 ET from NewDealDesign

SAN FRANCISCO, May 9, 2013 /PRNewswire/ -- NewDealDesign announced today it has won the National Design Award for Product Design from the Smithsonian's Cooper-Hewitt, National Design Museum. The San Francisco based firm is best known for their work on the Lytro Light Field Camera, the Fitbit Wireless Trackers and many other notable products. The jury selected NewDeal based on their works far-reaching effects across sectors and impact on daily life.


"We're honored to have been awarded the National Design Award, validating our approach of creating honest, good design, no matter scale or project", said Gadi Amit, NewDealDesign's President and Principal Designer. He added, "Blending high design values with fast-paced tech innovation has been NewDeal's hall-mark since our humble beginnings back in 2000. Our work is at the forefront of the convergence of hardware, software and cloud-services. This new physical experience economy is helping to re-industrialize America."

About the Awards

The National Design Awards were conceived by the Smithsonian's Cooper-Hewitt, National Design Museum to honor the best in American design. First launched at the White House in 2000 as an official project of the White House Millennium Council, the annual Awards program celebrates design in various disciplines as a vital humanistic tool in shaping the world, and seeks to increase national awareness of design by educating the public and promoting excellence, innovation, and lasting achievement.

The National Design Awards is one of the few programs of its kind structured to continue to benefit the nation long after the Awards ceremony and gala. A suite of educational programs will be announced this summer in conjunction with the Awards by Cooper-Hewitt, National Design Museum's award-winning Education Department, including a series of public programs, lectures, roundtables, and workshops based on the vision and work of the National Design Award winners. The award will be given during National Design Week in October.

About NewDealDesign:

NewDealDesign is a multidisciplinary design firm that teams industrial, graphic and interaction designers with strategists and engineers to create delightful objects and experiences. Led by Gadi Amit, the San Francisco-based studio uses a hands-on approach to address complicated problems. Making the plausible possible for global brands, and transforming Silicon Valley start-ups into success stories for over a decade, NewDeal is dedicated to helping people live better every day. (see

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SOURCE NewDealDesign