smlXL Design Cases

Designers behind the work

Designers and creative leads credited on smlXL projects in press coverage.

Mitch Paoneat DIA10

Hayley Limat Baillat Studio4

Sasyk Mihalat Sasyk Mihal4

Sylvan Hillebrandat Sylvan Hillebrand4

Meg Donohoeat DIA3

Chris Collicottat Madalena Studio2

News & interviews

• Branding Rebels: Frontify Explores New Fundamentals

  The Brand Identity · Nov 7, 2024

  The Brand Identity’s feature, written by Ritupriya Basu in collaboration with Frontify, explores how contemporary studios like DIA, Madalena Studio, and Block are redefining branding fundamentals through dynamic and flexible identity systems. The article examines projects such as DIA’s generative identity for smlXL, Madalena’s biologically grown logos for Crucible, and Block’s adaptable color system for PICA. It argues that flexibility in branding should be rooted in strategy and authenticity rather than trend-following.

  DIAMadalena StudioBlocksmlXLCruciblebranding
• New Brand Identity for smlXL by DIA

  BP&O · Oct 12, 2023

  BP&O’s article by Thomas Barnett reviews DIA’s generative brand identity for tech start-up smlXL. The identity uses a custom p5js-based tool to create dynamic visuals from the brand’s letterforms, producing animated patterns and portraits. The piece praises DIA’s innovative approach while noting potential accessibility concerns and its maximalist, Web 1.0-inspired aesthetic.

  DIAsmlXLbranding
• 7 Edgy Brand Identities Breaking Design Conventions