OSD (Office for Strategy + Design) works from the outside in: listening to the land and the people who use it as the foundation for creating life-affirming environments.
We believe design follows strategy. Each project demands its own logic, shaped by its physical, cultural, economic, and ecological context. We pursue innovation over repetition. We combine emerging technologies with nature-based wisdom, and we work across the full spectrum of the built environment, from master plans to medical campuses, from cultural parks to urban streetscapes.
Our work has no signature style. Instead we believe projects should be shaped by their context, and bring community and natural systems into balance.
That conviction has produced a medical school that grows from the forest floor of Crystal Bridges campus, where healing begins before you enter the building, recognized in TIME and PBS NewsHour. A former hotel reborn as a garden community for families starting over. A cultural district in Detroit built from parking lots and vacant land, featured in the New York Times, Vogue, and named Wallpaper*’s City of the Year.
OSD’s work has earned Honor Awards from the National ASLA, the New York ULI, and Architizer, and has been published in TIME, PBS NewsHour, Architectural Digest, Architectural Record, Vogue, and Wallpaper*.
We work with clients who believe what we believe: that the quality of the places we inhabit determines the quality of the lives we live.
PEOPLE
Simon David, Principal & Creative Director, founded OSD with an “outside-in” ethos, asking how the needs of the land and the people who use it can inform a thriving future. Simon's leadership of OSD includes the creative direction of all projects, which have earned recognition with TIME Magazine's "100 Greatest Destinations of 2025," PBS News Hour, The New York Times, The Architect's Newspaper, the Architecture MasterPrize, the American Society of Landscape Architects, and over a dozen international and national awards. Recent projects at OSD include the Shepherd Arts Campus and Stanton Yards Waterfront Master Plan underway in Detroit; the Cato Springs Master Plan in Fayetteville; and the Alice Walton School of Medicine in Bentonville. Prior to founding OSD, Simon worked at MVVA, and at BIG (Bjarke Ingels Group) working on many interdisciplinary projects including as Project Leader for the East Side Coastal Resiliency Project.
Rajgaurav Ayare is a designer at OSD with professional experience spanning architecture and landscape architecture. He has worked on institutional, master planning, hospitality, residential, and public realm projects, driven by a strong understanding of context. Working at the intersection of urban systems and human experience, Rajgaurav is passionate about designing public spaces that encourage social and economic activity while integrating nature with the built environment. He is also skilled at creating effective visuals that support both ongoing design development and visual storytelling. Prior to joining OSD, Rajgaurav worked with Studio CAVE and WRI in India. He represented his college at the National Association of Students of Architecture and received a Special Mention for the Landscape Trophy.
Brooke Dexter leads all marketing and communications efforts for OSD with over nine years of experience representing leading design firms, including Field Operations and SITU. Leveraging her own background in architecture and a passion for parks, the arts, and innovative design, she represents the OSD portfolio and leads efforts to build it with new work. During her time in NYC, she also served as Co-Chair for the Marketing Communications Committee of the AIA New York Chapter and Board Member & Communications Manager for the Gowanus Studio Space, an artist studio in Brooklyn. Brooke holds a Master of Architecture degree from the University of Michigan in addition to a Bachelor of Science in Architecture with a minor in Urban & Community Studies.
Shea Gouthro is an urbanist, architectural designer, and a landscape designer with a range of experience across many scales of design and construction. Shea holds a Master of Architecture from the University of Toronto, with international experience in the United States, Canada, and Mexico. Shea was core to the team at Kongats Architects, working to develop a series of cultural institutional spaces for the Estonian community of Toronto. This includes the Keskus International Estonian Centre and the future home of the Estonian Museum of Canada. Shea is committed to harnessing the technical development of projects to reinforce design concepts, control environmental impact and costs, and enhance public space with all opportunities.
Alex Heid is a landscape designer, builder, and teacher with over 15 years experience working in design and construction. Prior to joining OSD, Alex worked independently, providing project management, consulting, and owner’s representation services to clients developing design-forward building projects. Alex has managed construction administration of several new public parks, designed master plans, and developed interpretive programs for public spaces. Alex holds a Master of Landscape Architecture from the University of Minnesota and a Bachelor of Arts in Studio Art from Carleton College. Alex has worked as a Mangrove Ecologist in Australia, taught academic workshops, built houses with the Opaskwayak Cree Nation, taught architecture studios in Puerto Rico following Hurricane Maria, and collaborated on a variety of public art installations around the country.
Scott Kelly earned his Bachelor of Science in Landscape Architecture from Cornell University and has over 10 years of experience in the design and execution of the built environment across various scales and phases. Prior to joining OSD, Scott worked on Gathering Place in Tulsa, an 83-acre public riverfront park, while at Michael Van Valkenburgh Associates. Scott held a key role in leading the design and documentation into construction administration. Scott’s work experience also includes time at NYC Parks as a Landscape Architect Assistant, and at HNTB for Urban Development and Planning. Scott provides an integral element to all facets of the design process that continues to result in the success of each project involvement.
Ethan McKnight has over 10 years of experience in the building and design industry. Ethan enjoys solving complex design issues through thoughtful collaboration with clients and consultants and he has worked on award-winning urban design and landscape projects around the world. Influenced by an academic background in history and philosophy, Ethan excels at grounding projects in their particular cultural and physical context to create spaces of authenticity and simplicity. Prior to joining OSD, Ethan was an Associate at Coen+Partners, where he led a variety of projects including civic and cultural campuses, residential landscapes, urban development and planning, waterfront parks, wellness resorts, and more.
Lauren McNamara oversees finance for OSD including bookkeeping, financial management, and systems implementation. With a background that bridges architecture, arts, and entrepreneurial sectors, she specializes in building strong operational foundations that allow organizations to scale with clarity and efficiency. Lauren has led finance, HR, and tech integration initiatives for architecture firms, production studios, and national nonprofits, often serving as a fractional CFO or strategic advisor. She is passionate about creating thoughtful systems that support creative work and sustainable growth. Lauren holds a Bachelor of Science and Business Administration from American University in Washington DC.
Kiran Mohanty is a multidisciplinary designer with a degree in architecture and landscape architecture whose interests in design focus on aesthetics and innovation. Kiran is passionate about promoting the arts and strives to create spaces and experiences that are both functional and emotionally resonant.
Soham Waghela is a landscape designer, urban designer, and trained architect. Soham is passionate about producing music, skateboarding, and how design can be a way to create spontaneous joy in architectural and urban contexts.
Yuzhuo Wang holds a Master of Landscape Architecture from the University of Pennsylvania with a background in Landscape Gardening. Prior to joining OSD, Yuzhuo worked at Hassell. She is keenly interested in using digital media as a means to communicate design ideas and is passionate about exploring innovative approaches to creating and sustaining diverse and equitable spaces.
AWARDS & RECOGNITION
OSD has received awards and recognition from platforms such as TIME Magazine, The Architect’s Newspaper, Rethinking the Future, AZURE, National ASLA, New York ASLA, Landizer, Architizer and has been selected as a member of UN-Habitat’s Planners for Climate Action as well as the Walton Family Foundation Design Excellence program.
2026
ASLA-NY Design Awards, Emerging Firm Award: Stanton Yards Cultural Waterfront
Citizens Housing & Planning Council (CHPC) 2026 Impact for Community Investment Award: Baisley Pond Park Residences
ULI New York Awards for Excellence in Development, Finalist: Baisley Pond Park Residences
ASLA Central States Honor Award, Design (Built): Alice L. Walton School of Medicine
ASLA Central States Merit Award, Design (Built): The Shepherd Arts Park
ASLA Central States Merit Award, Planning & Analysis: Cato Springs Master Plan
International Plantscape Industry Alliance Platinum Award: Aviation Garden at Baisley Pond Park Residences
Architizer Visionary 100
CLADglobal, January 21, 2026, “A city reborn”
2025
National ASLA Honor Award, General Design: The Shepherd Arts Park
Architizer Vision Awards, Jury Winner, Vision for Cities: Flatiron & NoMad Streetscape Plan
Architizer Vision Awards, Jury Winner, Vision for Landscape: Stanton Yards Cultural Waterfront Master Plan
ASLA-NY Design Merit Award, General Design: The Shepherd Arts Park
TIME Magazine, The World’s Greatest Places of 2025: The Shepherd & Stanton Yards
AZURE AZ Awards, Longlist, Urban Design - Masterplan Proposals: Cato Springs – Ecosystem for Health
AZURE AZ Awards, Longlist, Landscape Architecture: The Shepherd Arts Park
Architecture MasterPrize, Winner, Landscape Architecture – Public Landscape: The Shepherd Arts Park
Forbes, Best Hotels In New York City 2025: Hotel Barrière Fouquet New York
Travel + Leisure, The 10 Best Hotels in New York City of 2025: Hotel Barrière Fouquet New York
SARA National Design Awards, Commercial: Office, Retail, Industrial, Mixed-Use: Hotel Barrière Fouquet New York
DBusiness Magazine, October 27, 2025, “Art of Renewal”
2024
Architecture MasterPrize, Honorable Mention, Landscape Architecture / Educational Landscape: Alice L. Walton School of Medicine
Architecture MasterPrize, Honorable Mention, Exterior Architecture Photography / Cultural Exterior: The Shepherd
ASLA Michigan, Excellence Award Exemplifying Superior Social Equity: The Shepherd Arts Park
ASLA Michigan, Honor Award: The Shepherd Arts Park
Architect’s Newspaper Best of Design Awards, Winner, Urban Design & Master Plan: Stanton Yards Cultural Waterfront Master Plan
Condé Nast Traveler, 2024 Readers’ Choice Awards, Top 25 Hotels in NYC: Hotel Fouquet TriBeCa
Michelin Guide, New York’s Best Rooftop Hotels: Hotel Fouquet TriBeCa
2023
Rethinking the Future, Global Architecture & Design Awards 2023, Winner, Urban Design (Concept): Ecosystems of Health South Cato Springs Master Plan
2022
2021
Walton Family Foundation, Northwest Arkansas Design Excellence Program
2020
AZURE AZ Award of Merit, Concepts / Ideas and Prototypes: Gotham Greens
Architect’s Newspaper Best of Design, Honorable Mention, Unbuilt Urban Design: Flatiron Streetscape & Open Space Plan
Rethinking the Future, Architecture, Construction & Design Awards, Runner-up, Urban Design (Concept): Double Park: Transforming NY’s Flatiron District for Covid
Landizer: Top 10 International Emerging Practices
UN-Habitat: Planners for Climate Action
