L_rad is a full service, multidisciplinary design STUDIO operating at the intersection of strategy and creativity

EARLY STAGE VENTURE IDEATION
BRAND DEVELOPMENT + EXPERIENCES
ID + PRODUCT IDEATION
WORKPLACE STRATEGY DESIGN
SYSTEMS + ORGANIZATIONAL DESIGN

ABOUT

Bill Lepentis founded Lepentis Research & Design (L_RAD) with the vision of integrating research, human-centered design, and strategic thinking to help organizations uncover impactful solutions that drive innovation and sustainable growth.

With a career spanning three decades, Bill has partnered with Fortune 500 companies, nonprofits, and private ventures across a range of disciplines—including new venture ideation, brand development, experiential environments, workplace strategy, systems thinking, and organizational change design.

Bill has served as a visiting professor and guest lecturer at the university level and continues to mentor both undergraduate and graduate students pursuing careers in design and strategy. He remains committed to community impact through ongoing service on the boards of several nonprofit organizations. His work in this capacity focuses on advancing design education, equity, and strategic innovation in the public interest—applying his expertise to help mission-driven organizations navigate change, grow sustainably, and amplify their reach.

He holds a Master of Science in Strategic Design & Management from Parsons School of Design and a Bachelor of Architecture from The University of Kansas.

THE PROCESS IS 

PURPOSE-DRIVEN

Every engagement is different, but the goal remains the same: to design with purpose, insight, and measurable impact. The work is rooted in systems thinking, strategic design, and collaboration. The disciplines and methods listed below are not standalone services — they’re interconnected ways of shaping value.

ORGANIZATIONAL CHANGE DESIGN

Shaping strategies that guide teams through transformation — aligning culture, structure, and behavior for long-term resilience.

ORGANIZATIONAL CHANGE DESIGN

Workplace Strategy

Designing environments and systems that support how people actually work — creating purposeful environments.

ORGANIZATIONAL CHANGE DESIGN

SERVICE & SYSTEMS DESIGN

Mapping and improving experiences across complex ecosystems that deliver lasting value.

ORGANIZATIONAL CHANGE DESIGN

BRAND STRATEGY & IMPLEMENTATION

Translating core values into clear, experiential expressions — through touch points and storytelling that align with business intent.

ORGANIZATIONAL CHANGE DESIGN

HUMAN-CENTERED RESEARCH & INSIGHT

Uncovering the unmet needs of users, employees, and stakeholders through qualitative and ethnographic methods.

ORGANIZATIONAL CHANGE DESIGN

Stakeholder Engagement

Guiding diverse teams and leadership through decision-making, alignment, and co-creation.

ORGANIZATIONAL CHANGE DESIGN