Other · Creative Director
What brands are actually made of is decisions someone was willing to stand behind when the elements alone couldn’t.
PRINT interviews Monotype Executive Creative Director Sara Soskolne about Gotham Variable, a 25th-anniversary expansion of Gotham into a variable-font format. The release adds continuous weight and width variation, including 54 intermediate styles, while preserving the original typeface logic developed with Gotham creator Tobias Frere-Jones. Soskolne frames the project as careful stewardship rather than a reinvention, addressing the needs of contemporary, cross-platform brand systems.
Amelia Nash reviews Taschen's The Elements of Brand Design, a 496-page survey by Katharina Sussek and Jens Müller covering 110 identity systems. She praises its design, breadth, case studies, and interviews, while arguing that it mistakes visible brand elements for the underlying strategic judgment that creates enduring brands. Nash contends that as AI commoditizes logos, palettes, type pairings, and motion, defensible decisions and point of view become the true source of brand value.
PRINT Magazine’s article by Amelia Nash explores Uncommon Creative Studio’s campaign 'Cultured' for OFFF Barcelona 2026. The project reimagines branding as a living system built from the physical traces and participation of the creative community, challenging AI-driven notions of authorship. Through biological materials, a custom typeface, and collaborative events, Uncommon positions creativity as a collective, human-centered act.
PRINT Magazine’s article by Amelia Nash explores how Native Foreign’s Chief Creative Officer Nik Kleverov reimagined the iconic 2005 Carl’s Jr. Paris Hilton ad using generative AI tools from Freepik. The discussion examines how AI is reshaping authorship, aesthetics, and ethics in advertising while maintaining the importance of human taste and storytelling. The piece positions the campaign as a cultural marker of advertising’s transition into the AI era.
PRINT Magazine’s feature 'How Letterforms Carry Culture' by Amelia Nash explores Daniel Irizarry’s typographic project 'Between Worlds', which examines Puerto Rican identity and diaspora through three custom typefaces. The article discusses how Irizarry, a designer and creative director at Athletics, uses typography as a form of cultural preservation and critique of commercial design systems. Through interviews, it highlights the emotional and historical depth embedded in his type design practice.
PRINT Magazine’s article by Amelia Nash reports from the iF Design Berlin conference, where designers and thinkers explored how AI is reshaping creative work. Talks by Branko Lukic, Robert Hodgin, and Borja Martínez Pérez emphasized imperfection, effort, and materiality as enduring human values in design. The event reflected a shift from anxiety about AI to a more mature dialogue about purpose and judgment in creative practice.