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Vision

We envision communities across Africa, Latin America, South Asia, and the Middle East overcoming their toughest challenges through local problem-solvers who uncover root causes, co-create solutions, and thrive within a wider ecosystem

Purpose

We exist to support changemakers in realising life-centered, systemic solutions through Design 2.0.

What makes Proportion Global unique?

Design 2.0 methodology

We go beyond traditional HCD by integrating systems thinking, futures, business modelling, and behavioural insights, creating solutions that are life-centered, community-led, and systemically integrated.

Hyperlocal expertise at global scale

A vetted network of 250+ HCD professionals based in 60 countries across Africa, Latin America, South Asia, and the Middle East ensures every project is rooted in

Innovation infrastructure through the Innovators Team

As co-founders of the Innovators Team platform, we provide clients with a ready-made digital backbone to extend collaboration, learning, and scaling beyond single projects.

Our shared values as designers

Open Mindedness

We value open mindedness, which means that we are deeply listening to someone’s stories, to fully open up to understand different perspectives and ways of thinking without immediately dismissing them. This involves being receptive and curious about different views and experiences, rather than being closed or resistant to anything that differs from one's own beliefs or opinions. As open-minded designer, we don't let our own biases or preconceptions block the consideration of alternative ideas.

Authenticity

We value authenticity, which means we prioritize being true to ourselves, our values, and our beliefs. It's about being genuine and honest, not conforming to others' expectations or hiding our real thoughts and feelings. When we're authentic, we act in a way that reflects our true identity and what we stand for, rather than trying to fit a certain mold or please others.

Diversity

We value diversity, which means we appreciate and respect a wide range of differences in people, including their backgrounds, cultures, perspectives, and experiences. By embracing diversity, we recognize that each individual's unique qualities and viewpoints contribute to a richer, more creative, and effective environment, whether it's in the workplace, in communities, or in society as a whole."

Humility

We value humility, which means we appreciate the importance of being modest and respectful. It's about recognizing our own limitations and being open to continuous learning from others, regardless of their status or position. Humility involves acknowledging that we don't have all the answers and that others can provide valuable insights and perspectives, fostering a collaborative and learning-focused environment."

Courage

We value courage, which means we embrace critical thinking, experimentation, and the willingness to try new approaches. We create a safe environment where it's okay to take risks and learn from failures, Courage is about standing up for what you believe in. It's not just about bold actions, but also about the inner strength to do what's right and confront obstacles with determination.

"I am extremely passionate about uniting creative talents and become the most dense global agency in the world. This positions us to tackle any challenge, anywhere."

Thomas Schuurmans​
Founder and director of proportion global

How it all started - by Thomas Schuurmans (founder)​

In 2007, a conversation with FrieslandCampina’s R&D director revealed a big challenge: “We want to impact undernourished children in Vietnam with our dairy products, but we can’t get it down to a level they can afford.” Inspired by Muhammad Yunus, we realised that the bottom half of the world’s population had long been neglected, yet represented enormous potential for meaningful, sustainable business.

Instead of cheaper spin-offs or smaller packaging, which too often meant poor people paying more for less, we turned to Human-Centered Design. By deeply understanding the lives of low-income customers, we could help organisations design solutions that people actually need, aspire to, and can afford, while also creating inclusive business models.

 

We began as a small Amsterdam team, but quickly saw the need to involve local HCD experts to avoid outsider bias and build real trust. Today, our network has grown into one of the most decentralised HCD communities in the world, spanning Africa, Latin America, South Asia, and beyond.

The next chapter is the Innovators Team, a global platform we co-founded to connect designers, NGOs, corporates, funders, and governments. It allows us to launch challenges, share learning, and co-create systemic solutions at scale. With this shared backbone, we are moving from being a decentralised agency to enabling a global ecosystem of innovation and collaboration.