Creative Director · Founder · Partner
Our response to the brief was to design an identity that doesn’t talk at fans but behaves like one – responsive, playful and able to move with the community.
If our answer to the brief was to build a brand that behaves like a fan, then we should put the fan at the heart of the brand: the Fellowkid.
With few other studios to fall back into if things didn't work out, we knew that if we wanted to do the work we loved, in a place we loved, we had to build it ourselves.
We believe that different surroundings can spark new ideas and broaden our understanding of what contemporary design can be.
Communicating this story through the ‘Y’ in Mayda served as an oddly perfect focal point, placing the story at the very heart of their logo.
This pairing helps Mayda feel grounded while still leaving ample room for the brand to adapt and evolve across touch-points.
As a creative studio ourselves, we were critically aware that creating an identity for a creative company takes restraint and subtlety.
For us, Mayda's name was such a strong representation of their creative practice.
The horizon is an enduring symbol of exploration and possibility, representing a space between what is known and what lies ahead.
Ultimately, we wanted to create a digital experience that felt boundless, inviting users to continue exploring.
Studio Kiln rebranded esports-rooted agency Fellowkids with a Y2K-inspired identity centered on a 3D character called the Fellowkid. The project blends playful fandom culture with professional credibility, using vibrant colors, custom typography, and a collectible vinyl toy to embody the agency’s ethos. The rebrand positions Fellowkids as a confident, fan-driven creative force across sports and entertainment.
Creative Boom profiles Studio Kiln, a Cornwall-based design studio founded by Nathan Smith and Charlie Hocking in 2022. The article explores how the duo built a thriving creative practice outside London, emphasizing community, collaboration, and a multidisciplinary approach across branding, motion, and digital design. Their identity project for the Royal Television Society x Channel 4 marked a defining moment for the studio’s growth and philosophy of 'Lifeful Design'.
Studio Kiln has unveiled a brand refresh for global creative studio Mayda, inspired by the concept of exploring beyond the horizon. The new identity features a distinctive ‘Y’ logo element symbolizing a dynamic portal, paired with WELTKERN’s Everett typefaces and a palette of technological greys and neon tones. The flexible system balances minimalism with futuristic intrigue, designed to adapt across digital and physical touchpoints.
Creative Boom features Studio Kiln’s new brand identity for Brooklyn-based agency Mayda, inspired by the mythical island of the same name. The design centers on a dynamic 'Y' symbol and horizon motif to evoke exploration and forward movement. The identity uses Everett typefaces, neon gradients, and motion to create a futuristic, immersive brand system.
The Brand Identity interviews Studio Kiln founders Charlie Hocking and Nathan Smith about their first year running a creative studio in Cornwall. They discuss the challenges of establishing a design business outside London, the launch of their new website, and their ambitions for future growth and collaboration. The conversation highlights their focus on balancing brand, motion, and digital work while maintaining a strong connection to their coastal environment.