Every business challenge is a design problem.


Gunther Chanange is the Principal Designer of Primal Loop, a human-centered design consultancy based in Brooklyn, NY. He is a firm believer in the power of design to engage and empower people through digital systems and services. Prior to Primal Loop, Gunther was the UX & Design Director at Fino Consulting, where he built and led a multidisciplinary design team, to create technology solutions for the enterprise. 

He worked with scientists, software engineers, and communication experts to build award-winning products for startups MeeGenius and Voxy, which have been featured in Bloomberg, Business Insider, and Forbes. He has served as an adjunct faculty member at the Rhode Island School of Design, where he taught courses in disruptive theory and visual communication, and a User Experience Design Instructor at General Assembly.

Chanange holds a Bachelor of Science degree in Industrial Design from Western Michigan University's College of Engineering and a Master of Industrial Design from the Rhode Island School of Design, where his area of research involved the application of design in relation to human behavior.




At the end of the day,
customers want what is best for them. 

Design leadership should be driven by the ability to transform abstract information into client value. Insightful design has the power to communicate needs, desires, and expectations of customers in order to reveal and overcome the dynamics of a competitive landscape. 


Process Philosophy

I’ve had the opportunity to be part of great teams, inherit teams and build teams from the ground up. It is imperative when forming a team to set overall project goals and work with each designer to understand and fulfill their expertise, drivers and expectations.


Robust business must support curiosity, discovery, and knowledge. Success comes through implementing tools for analysis, interviews, and evaluation to uncover business drivers and user behaviors.


Business is risky and unpredictable. In order to increase success for any project, teams must manage risk and make the best decisions with the information available.


Good business is fulfilling the needs of people. Good design creates an emotional sense of connection through empathy, efficiency, and intuitive simplicity.

The only important thing about design is how it relates to people.
— Victor Papanek