The Brand Identity interviews Fuzzco co-founder and creative director Helen Rice about the studio’s dual presence in Charleston and Portland, their collaborative culture, and their approach to creating distinct, playful brand experiences. The discussion covers notable projects such as AIR Serenbe, FIG, and Coast Brewing, as well as internal ventures like Serious Buildings and Pretend Store. Rice also shares insights into Fuzzco’s design philosophy, color choices, and evolving service offerings including content creation and photography.
The Brand Identity features DIA’s work for Primary, a wellness-focused co-working concept. The generative identity uses color psychology to adapt to moods, activities, and individual personalities, creating a dynamic and evolving brand experience. The project launched with Primary’s first location in New York’s Financial District in 2016, with expansion plans for Flatiron and Toronto.
