Creatif was founded in 1994 by Smadar Samson. Having graduated in Industrial Design (Holon Academic Institute of Technology), Technical Education (Tel Aviv University) and Psychology (Birbeck, University of London), Smadar has established an interdisciplinary design practice that meets diverse needs of children of all ages and abilities. Her wealth of experience in collaborating with client teams in museums, hospitals, schools and visitor centres, combined with her understanding of children’s psychological and physical needs brings a fresh insight to commercial design projects.

Committed to the inclusive approach to disability, Smadar is a design consultant to manufacturers of products for disabled people and advisor on inclusive design. Since 2001 Smadar has been a senior lecturer in design, and in 2005 she was appointed postgraduate course leader of "MA Design Research for Disability” at London Metropolitan University.