Griffin Creech
Creative Director, Founder
In their own words
A brand truth isn’t something you make up.
We’ve publicly taken a position that we won’t work on alcohol brands.
Why would we work on alcohol? It isn’t something we want to help sell.
Ideally, we get that platform down to just a few words – for Seremoni, our brand platform is ‘Beautiful Fish’.
How do you tease apart the work someone did from the work that directly influenced it?
Seremoni fish is truly delicious and we wanted to instil a sense of confidence into the brand that tells consumers that you could pick it up in a store and it will be exceptional.
We wanted to bring more ceremony, ritual and awareness to how and what we eat.
Articles & interviews5
- Creech is what happens when a writer and a designer start a studio
The Brand Identity interviews Ashley Jones and Griffin Creech, co-founders of New York studio Creech, about their writer-designer partnership and philosophy of integrating language and design from the start. They discuss their approach to meaningful, health-oriented branding, the impact of their AG1 rebrand, and collaborations with founders like Steve Ells and Tom Cortese. The conversation highlights their hands-on creative process and values-driven project selection.
- "Exploring the Ethical Dilemmas Faced by Designers Today"
Elizabeth Goodspeed’s feature for It’s Nice That explores the complex question of whether an ethical designer can truly exist in today’s commercial landscape. Through perspectives from studios like Pentagram, Koto, and Creech, the piece examines how designers navigate moral boundaries, client choices, and the contradictions of working within a capitalist system. The article highlights how personal values, studio policies, and structural realities shape what 'ethical design' means in practice.