Huldunótur: Empowering Icelandic Brands with Insights-Based Design

Reykjavík, Iceland - 6 May 2024:

Renowned designer and author R. Michael Hendrix introduces Huldunótur, a pioneering creative consultancy established to elevate Icelandic brands and organizations through innovative product and service development. Hendrix's relocation to Reykjavík signifies a commitment to lead this transformative initiative.

Fostering Sustainable Growth:

The creation of Huldunótur supports Iceland's goals for enhancing quality of life, fostering value creation, and promoting sustainability. Through partnerships with local stakeholders and adherence to the principles of the Iceland Ministry of Culture and Business Affairs’ Design and Architecture Policy, Hendrix seeks to make a real difference and encourage innovation in the community.

Deepening Brand Loyalty:

Particular focus will be given to the tourism industry. With American tourists comprising a significant portion of Iceland's visitors, Hendrix recognizes a prime opportunity for Icelandic brands to enhance their global appeal. Leveraging his extensive experience, he aims to bridge cultural gaps and optimize communication strategies to resonate with international audiences long after their visit.

Design Thinking & Design:

Hendrix's unique approach, rooted in design thinking, emphasizes profound customer insights as the foundation for creative solutions. The name "Huldunótur," meaning "hidden or invisible notes" in Icelandic, reflects this methodology, highlighting his consultancy's commitment to uncovering latent opportunities and crafting authentic brand experiences.


Through Huldunótur, R. Michael Hendrix envisions a future where Icelandic brands thrive on the global stage, anchored in authenticity, innovation, and sustainability. As a catalyst for change, Huldunótur aims to redefine the landscape of design and business in Iceland, empowering organizations to realize their full potential.

About Huldunótur:

Huldunótur is a Reykjavík-based creative consultancy specializing in design thinking-based innovation for brands and organizations. Led by R. Michael Hendrix, former partner and Global Design Director of IDEO, the company is dedicated to unlocking creative potential and driving meaningful change.

About R. Michael Hendrix:

R. Michael Hendrix is a founder, creative director, professor, and author. Prior to Huldunótur he gained widespread recognition as the Global Design Director for IDEO, one of the world’s most influential design and innovation firms. His illustrious 30-year career has made him a sought after speaker; he has delivered design keynotes at Fast Company, WIRED, SXSW, AIGA, FUSE, and HOW, among others, plus music keynotes at SXSW Music, Sonar Plus and Moogfest. He was also an Assistant Professor of Music Business/Management at Berklee College of Music, the inspiration for his book, “Two Beats Ahead: What Musical Minds Teach Us About Innovation,” co-authored with Panos A. Panay, President of the Recording Academy, presenter of the GRAMMYs.

In Iceland he has been a keynote speaker at HönnunarMars, a panelist at Iceland Innovation Week, lectured at Listháskóli Íslands and Háskólinn á Bifröst and been featured on RÚV Kastljós.