Chris Collicott
Creative Director
In their own words
Is a second version of a logo really necessary or is it just a bit superfluous?
I’ve long been inspired by organic form and texture. It was exciting to experiment with this kind of natural growth creating beautiful, unexpected forms, rather than using code or AI.
Articles & interviews2
- Branding Rebels: Frontify Explores New Fundamentals
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.
- Madalena Studio push the boundaries of branding in their look for Crucible, cultured with bacteria
Madalena Studio developed a bold, experimental brand identity for London-based creative hub Crucible, using live bacteria cultures to generate organic visual forms. The process involved cultivating samples on laser-cut cork logos, photographing their growth, and animating the results to reflect Crucible’s experimental ethos. The final identity features fluorescent pink and green tones, blending science, design, and natural unpredictability.