The Advanced Systems Design Group (ASDG) started as an OEM design company back in 1985. To avoid avoid name conflicts with an existing landscaping company (Advanced Scenic Design Group), the initials were chosen as formal name.

There was only low demand for OEM designs in the late 80's, so ASDG was forced to produce own hardware expansions - but still, some hardware designs were licensed: The 2MI was licensed to Micron Technology, which sold it as Micron Amiga Memory from 1987 on, and PP&S marketed an ASDG product, the 8MI, as ProRAM 2000 (a sticker covered the 'old' name).
Keith Williams, who joined ASDG, brought in the program T-Rexx from his own company called KludgeCode Software (which was shut down).

In the early 90's, ASDG had approximately 30 employees. By that time, the business objective changed to software development, mainly in the field of image processing.
The formal name ASDG was changed in 1994 to Elastic Reality, which happened to be ASDG's most successful product. For the Amiga market, ASDG remained as a division to benefit from the well-known name. Finally, ASDG/Elastic Reality got bought out in 1995 by AVID.