Amelia Nash
Creative Director
In their own words
What brands are actually made of is decisions someone was willing to stand behind when the elements alone couldn’t.
Articles & interviews7
- Chisel Turns Magazine Design Into Collectible Art
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.
- Mark Nichols Finds Creative Inspiration on Solo Bike Rides
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.
- Brands Aren’t Design Elements, They’re Built on Strategy
Amelia Nash reviews The Elements of Brand Design by Katharina Sussek and Jens Müller. She praises its survey of identity systems while arguing that strategy and creative judgment, rather than a collection of visual elements, give a brand its value.
- OFFF x Uncommon: Creativity Is Cultured, Not Artificial
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.
- AI, Fast Food, and the Future of Taste
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.
- How Letterforms Preserve Culture
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.
- Berlin Design Conference Confronts AI’s Impact on Creative Work
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.