Design + Strategy + Research + Innovation
Making sense of complexity, together.
With Design Intent was founded to do things differently.
After years of working within well-led teams and alongside purposeful leaders and practitioners, I saw the value in slowing down just enough to understand complex challenges before rushing to solve them. With Design Intent creates the space for people and teams to think clearly, align around strategy, and shape ideas and propositions with intent. The practice draws on 25+ years of cross-sector experience, trusted relationships, and a deep commitment to helping others navigate change with clarity and confidence.
+With
We work with people, teams and partners, not just for them. We bring energy, empathy and clarity to collaboration, helping build trust, align direction and hold space for meaningful conversations.
+Design
We use design to shape strategy, structure thinking and surface what matters. From insight mapping and framing briefs to planning programmes and building learning journeys, we help others work more creatively and with confidence.
+Intent
We hold onto purpose throughout. That means working through complexity, supporting others to lead with care, and creating the conditions for more collaborative, considered and impactful work.
Clients
Royal Nation Institute of Blind People (RNIB)
Motability Foundation
Immersive Edge
Digital Catapult
Landscape Institute
Connected Places Catapult
Sports England
Natural England
National Trails
Satelite Applications Catapult
British Council
Protected Landscapes Partnership
Sonja Dahl, Founder
I’m a design and innovation consultant with 25 years’ experience working with organisations, teams and partners to explore challenges, reframe direction and build the confidence to act.
My work spans strategy, research and systems thinking, but at its core it’s about helping people make better decisions and create work that matters. I’ve held senior roles in national design bodies, led international programmes, and worked closely with leaders and practitioners across government, the third sector and business.
Through With Design Intent, I bring that experience into a focused, collaborative way of working. I’m often brought in when things feel complex or unclear, and my role is to help connect the dots, shape strategy, and support others to navigate change with purpose.