About HMD

Who are we?

We are an Istanbul-based consulting firm that helps organizations transform with purpose and create value for all stakeholders, since 2017.

We build strategy on human insight and use design as the problem-solving approach.

We are your partner in change.

Our Team

We are a team of people with a shared interest in strategy, design, and human behavior.

Our Team

Helping organizations initiate and sustain meaningful transformation.

#insightdiscovery #strategydesign #organizationaltransformation #creativeproblemsolving
#crimedocumentaries #erichfromm

Derya graduated from Cağaoğlu Anatolian High School and Boğaziçi University; started her career as a strategic planner in global advertising networks in 2007 and worked as the Head of Strategic Planner of DDB Istanbul till the year 2015. During the year 2012, she worked at the DDB Berlin office for three months. In 2015, as a strategist in mind and human-centered design enthusiast at heart, she moved from advertising into the world of service and product design. She worked as the Turkey Country Manager of Copenhagen-based strategic design firm Hello Group for two years.

Inspired by her experience at Hello Group, in 2017, she co-founded HMD to help organizations initiate and sustain meaningful transformation around purpose and a human-centered approach.

She is also the Board Member of KODA, an NGO supporting primary level rural teachers to have the personal and vocational skills to be changemakers and the Strategic Advisor of Öğretmen Ağı, a nation-level teacher network run by ERG (Education Reform Initiative).

Get to know Derya in 3 questions

“What exasperates you?”

Being silent on “non-sense” exasperates me. Everyone should feel responsible for raising a voice against it.

“What compliments do you dismiss?”

I dismiss compliments about being at ease with change. I find the comfort zone very uncomfortable.

“What do you think about when you have nothing to think about?”

I find myself thinking about the current education system’s opportunity cost and how the world would like in 20 years if we start to fix it today.

Helping organizations develop strategies and design experiences to empower transformation.

#creativity #cultureofcreativity #whatisinnovation #questions

Efe graduated from Istanbul Technical University in 2019 from Industrial Design Department. He likes to use his background in design to develop strategies using a human-centered perspective. He believes that strategy at heart is a matter of creativity, and every creative output starts with emphatic input. Efe is interested in creativity, organizations, and business and gets to enjoy working at a crossroads of all three.

At HMD, Efe is responsible for developing organizational transformation strategies by designing processes and initiatives that unlock creativity and collaboration skills. He focuses on using design research methods to unlock the insight that will ignite the change. Efe has been part of the HMD team since May 2019.

Efe has worked in the Directorate of Communication and Marketing of Istanbul Technical University. He was a part of the team that designed Graduate Ceremonies (including his own) and assisted on social media management. During his student years, he worked in a startup that focuses on developing tissue engineering hardware as a product and graphic designer, which helped him explore a lot about himself and entrepreneurship.

Get to know Efe in 3 questions

“What exasperates you?”

Self-centered people exasperate me. Everyone should love themselves but be mindful of others.

“What compliments do you dismiss?”

I dismiss compliments about being detail-oriented. I believe it is a curse (and I don’t try not to do it).

“What do you think about when you have nothing to think about?”

I find myself thinking about why ‘things’ are the way they are and how.

Helping organizations design strategies to transform around a shared purpose meaningful for all.

#purpose #criticalthinking #transformativedesign
#TheOffice- a show about nothing but an ordinary office.

With an A-Levels degree in Cambridge International School, Dubai, Banu Betül majored in Fine Arts and English Literature and then completed her Bachelor’s degree in Industrial Product Design at Istanbul Technical University between 2014-2018. 

At HMD, Banu Betül is responsible for developing organizational transformation strategies and focuses on triggering change through using her design background in research, purpose studies, and people empowerment. Banu Betül has been a part of the HMD team since 2018.

Within her interests, Banu Betül took part in the organization and coordination of the global debating competition “World Scholar’s Cup” between the years 2013-2016, specifically taking an active role within the regional tournaments in Dubai and Turkey, and the Global tournaments which took place in Malaysia and Thailand. Having an interest in creating social impact through community building, Banu Betül began volunteering in the NGO “Istanbul&I” (based in Istanbul, Turkey), which aims to empower the youth through volunteerism and social inclusion as being a safe space that unites internationals and locals within Istanbul. Today, she is currently contributing to the community as a project manager and is also the social media coordinator within the organization’s communication team. 

Get to know Banu Betül in 3 questions

“What exasperates you?”

Not willing to take initiative exasperates me. Having the capacity to take action but not doing so is merely unjust – to oneself and others.

“What compliments do you dismiss?”

I dismiss compliments about being authentically open-minded. The only requirement for this is connecting with people, which is already in the nature of being human.

“What do you think about when you have nothing to think about?”

I find myself thinking about overthinking … about overthinking.

Helping organizations measure & narrate the impact of their transformation efforts.

#storytelling #impactassessment #artofhosting #value #culture
#seinfeld – a show about nothing

A Robert College alumna, Çiğdem graduated from Sociology at Galatasaray University in 2008 and completed her graduate studies at the same institution’s Strategic Communications Management Program in 2019. Her MA thesis focused on communicating for social good and took social entrepreneurs in Turkey as a case study. She proposed a model for enhancing communication strategies for social entrepreneurs.

At HMD, Çiğdem is currently responsible for impact monitoring and evaluation of all our projects. She also designs feedback mechanisms within our team and with our partners and facilitates internal debates on our way of working. In short, she is the “Project Manager for HMD” (#hmdasaclient). Given her interest in storytelling, she is also the author of our transformation stories and has a general outlook on every written output of HMD. 

As part of her prior professional experience at Sabancı University between 2009-2018, she worked as the Coordinator of the Mercator-IPC Fellowship Program at Istanbul Policy Center and as Training Programs Officer at Education Reform Initiative. She also gained hands-on experience as a freelance consultant on project management in 2019 at 451 İletişim, The Rural Schools Transformation Network (KODA), and TURA consulting. Çiğdem participated in Social Return on Investment (SROI) Accredited Practitioner Training organized by Social Value UK and KUSIF in 2019, and she is also professionally interested in the Art of Hosting (AoH). She took a special training program on Participatory Leadership at European Forum Alpbach in 2016, and a summer course organized by LEAD Germany on Digital Leadership in 2018 and ever since has been implementing AoH principles and practices in her facilitation work. 

Get to know Çiğdem in 3 questions

“What exasperates you?”

Not taking responsibility for one’s actions exasperates me. Be it wrong, be it correct, it doesn’t matter, own what you do. 

“What compliments do you dismiss?”

I dismiss compliments about being curious to learn new stuff & skills and dive right into it. I believe if it intrigues your interest, it is worth your time. 

“What do you think about when you have nothing to think about?”

I always think about how we manifest humanity in our daily experiences individually or collectively. Any small change we do now, can (and will) lead to a meaningful transformation.

Our Advisors

Pınar is a Social Anthropologist and an ICF-accredited professional coach. She leads corporate anthropology and ethnographic research studies at HMD; advises on the latest insights from company culture, insight research, and social sciences.

Ayse is an Assistant Professor of Organizational Behavior at Fordham University’s Gabelli School of Business and a Research Affiliate with The Human Flourishing Program at Harvard University. She advises on insights from social and organizational psychology, and behavioral and economic sciences. Ayşe researches humanistic management and aims to understand how humanistic ideals such as well-being, purpose, and authenticity can be cultivated in organizational and leadership development contexts.

Her research has been published in leading academic journals, including Psychological Science, Proceedings of the National Academy of Sciences, and Harvard Business Review, and featured in the New York Times, Washington Post, and Wall Street Journal among other media outlets. Her latest research can be accessed on her website: https://www.ayseyemiscigil.com/.

Our Values

  • Be restless and act for change
  • Speak up and give feedback
  • Be deep in thinking and clear in talking
  • Feed your intuition and have faith in it
  • Mind your questions and improve them
  • Reflect on your experience and share your learnings
  • Embrace the shared values but own your authenticity


If you are interested in our work and would like to learn more;

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Contact us hello@wearehmd.com