Natasha Jen
Creative Director · Designer · Partner
14 articles · Jan 2017 — Nov 2025
Quotes
“Mozilla Foundation approached us with a brief that was both strategic and philosophical: to create an editorial identity that could live inside the Mozilla ecosystem while questioning the internet culture that produced it.”
“The graphic language relies on solid blocks, borders, and framing devices that recall the architecture of the web.”
“MacroFactor’s strength is that it’s informative, but also clear, easy to use, and even a little delightful at specific UX moments.”
“We wanted to find a way to make the mark feel dynamic and movement-oriented.”
“Our clients were true collaborators. They were always encouraging and excited to see the work.”
“Instead of pixels and gradients, we looked at textiles, colour, and systems of meaning that sit outside Western tech.”
Articles & interviews
- Pentagram design Mozilla’s new internet-savvy editorial platform Nothing Personal
It's Nice That · Nov 13, 2025
Pentagram has designed Mozilla Foundation’s new editorial platform, Nothing Personal, a bold and internet-savvy identity that embraces the glitchy, chaotic personality of the modern web. Led by Natasha Jen, the project uses Mozilla’s typographic DNA and bright, contrasting visuals to create an editorial system that both belongs to and critiques online culture. The platform celebrates the human side of technology through layered design, humour, and a lo-fi aesthetic.
- Pentagram’s ‘Inspired Science’ approach frames MacroFactor’s rebrand
The Brand Identity · Nov 12, 2025
Pentagram, led by partner Natasha Jen, rebranded the nutrition app MacroFactor with a concept called 'Inspired Science,' balancing precision and empathy. The new identity features a custom variable typeface, MacroSans, developed with Reset Type Studio, and a comprehensive icon and illustration system. The rebrand translates MacroFactor’s scientific credibility into a dynamic, human-centered visual language.
- "Mozilla Foundation's Rebrand Shows Defiant Optimism: Nabiha Syed"
Creative Boom · Aug 13, 2025
Creative Boom’s feature explores Mozilla Foundation’s rebrand led by Pentagram’s Natasha Jen under the direction of executive director Nabiha Syed. The new identity rejects typical tech aesthetics in favour of a textile-inspired, modular system that embodies 'defiant optimism' and human-centred values. The project positions Mozilla Foundation as a distinct, expressive voice within the broader Mozilla ecosystem.
- "Top 20 Influential Graphic Designers in 2025"
Creative Boom · Jun 23, 2025
Creative Boom’s 2025 roundup highlights 20 graphic designers redefining visual communication through cultural storytelling, conceptual thinking, and innovative aesthetics. The article profiles figures like Temi Coker, Natasha Jen, and Marie Boulanger, showcasing their influence across branding, typography, and digital design. It underscores how these creatives balance authenticity, technology, and human emotion in their work.
- How Daly are reinventing PR: we talk to the comms+ agency about their innovative new approach
The Brand Identity · May 22, 2023 · Interview
The Brand Identity interviews New York-based comms+ agency Daly about their reinvention of traditional PR practices. Founder Alex Daly and Managing Director Ally Bruschi discuss their shift to a holistic 'comms+' model, their work with design studios like Pentagram and Athletics, and how they help creative clients build sustained visibility through strategic storytelling and newsletters. The piece highlights Daly’s evolution from crowdfunding consultancy to a full-service communications partner for design-led brands.
- The Freelancers: Whitney Badge details the inspirations and insights behind her creative practice
The Brand Identity · May 11, 2023 · Interview
The Brand Identity’s interview with New York-based designer Whitney Badge explores her freelance journey, experiences working with Natasha Jen and Emily Oberman at Pentagram, and her reflections on independence and creative growth. She discusses her path from the World’s Greatest Internship to freelancing for institutions like MoMA, and how she balances flexibility, inspiration, and community in her practice.
- The Designers: Pentagram’s John Sampson on custom lettering, student debt and working with his idols
The Brand Identity · Jan 16, 2020 · Interview
This interview from The Brand Identity’s 'The Designers' series features Pentagram senior designer John Sampson, who discusses his path from student to working under Natasha Jen in New York. He reflects on his early influences, his experience with custom lettering and 3D work, and balancing personal projects with agency life. Sampson also shares insights on learning, technology, and creative growth in the design industry.
- New Brand Identity for Kaiyo by Pentagram
BP&O · Feb 18, 2019
BP&O features Pentagram’s rebrand of Kaiyo, an online furniture resale platform formerly known as Furnishare. Led by partner Natasha Jen, the identity uses modernist principles, modular grids, and monospaced typography to convey eco-modernism and design longevity. The project spans digital and physical applications, aligning the brand with sustainable and design-literate audiences.
- AIA Conference on Architecture 2018 by Pentagram
BP&O · Jan 7, 2019
BP&O features Pentagram’s visual identity for the AIA Conference on Architecture 2018, led by partner Natasha Jen. The identity draws inspiration from New York City’s architectural diversity, using Helvetica, Bodoni, and Gill Sans to evoke structure, motion, and urban vibrancy. Richard Baird’s review highlights the interplay of light, space, and typography that connects the event’s materials to the city itself.
- New York Architecture Book Fair by Pentagram
BP&O · Dec 5, 2018
BP&O features Pentagram’s visual identity for the inaugural New York Architecture Book Fair, designed by partner Natasha Jen. The identity draws parallels between the spine of a book and architectural structures, exploring the intersection of printed and digital space through motion graphics and structural typography. The result is described as a thoughtful and visually varied system that balances rational grids with expressive freedom.
- New Print for OfficeUS Manual by Pentagram
BP&O · Jul 30, 2018
BP&O reviews Pentagram’s design for the book 'OfficeUS Manual', a comprehensive guide to the American architectural workplace over the past century. Designed by Natasha Jen and her team, the book uses deconstructive visual language, archival imagery, and typographic contrast to explore the codification of architectural practice. The article praises the conceptual clarity, humor, and balance between criticality and accessibility in the design.
- New Book Platform 10: Live Feed by Pentagram
BP&O · Apr 27, 2018
BP&O reviews Pentagram’s design for the Harvard GSD’s annual publication, Platform 10: Live Feed. Led by Natasha Jen, the project translates the concept of a social media feed into a printed book through reverse chronological sequencing, French fold binding, and a continuous visual flow. The review praises the book’s conceptual depth, materiality, and balance between digital inspiration and physical craft.
- New Graphic Identity for CHUS X CHUS by Pentagram
BP&O · Feb 28, 2018
BP&O features Pentagram’s new graphic identity for CHUS X CHUS, a jewellery line by Spanish designer Chus Burés aimed at a younger audience. Led by partner Natasha Jen, the project centers on a custom modular typeface inspired by the structural qualities of jewellery, complemented by bold photography and minimal packaging. The identity bridges digital and physical touchpoints with a modern, avant-garde aesthetic.
- New Logo & Branding for Lorod by Pentagram
BP&O · Jan 24, 2017
BP&O features Pentagram’s brand identity for American fashion label Lorod, led by partner Natasha Jen. The project blends vintage chic and modern utility through a refined wordmark, contrasting shapes, and tactile production methods. Richard Baird praises the identity’s conceptual clarity and visual cohesion across print and digital applications.