Ritupriya Basu
Author · Other
Studios:The Brand Identity
Articles & interviews
- Hiding in plain sight: how do creatives find inspiration in everyday life?
The article explores how creatives find inspiration in everyday life, focusing on Colorado-based printmaker and animator Adrian Hanft. Through his use of mundane materials like receipts and stickers, Hanft demonstrates how observation and curiosity can transform ordinary objects into art. The piece reflects on the discipline of 'seeing' and the creative potential hidden in daily routines.
- "OHMY Celebrates 10 Years of Innovative Design and Growth"
The Brand Identity interviews OHMY co-founders Joe Burke and Fraser Hobbs as their studio celebrates its 10th anniversary. They reflect on a decade of design and development work, emphasizing sustainable growth, direct collaboration, and the integration of design and technology. The conversation highlights key projects like Current, Sonder, and Winnow, and outlines their philosophy of small-scale, high-quality creative partnerships.
- Mat Desjardins Details Pangram Pangram's Rise to Global Fame in Six Years
The Brand Identity interviews Mat Desjardins about Pangram Pangram Foundry’s evolution and the year-long redesign of its website. Desjardins discusses the motivations behind the update, the design and development process with François Coté, and how the new site reflects the foundry’s global growth. The conversation also touches on upcoming type releases and a secret collaboration tied to the future of typography.
- "New Apology Reveals Design Process as Tool, Not Secret on New Site"
The Brand Identity interviews New Apology founder Lyman Ballif about the studio’s first year and the launch of its redesigned website and journal. The conversation explores how the studio’s transparent, process-driven approach defines its work and relationships with clients. The new site aims to feel personal and open, reflecting early internet aesthetics and the studio’s collaborative ethos.
- Chris Chapman Revitalizes Agua de Madre Identity with Joyful Typography
Designer Chris Chapman reimagined the identity for East London-based water kefir brand Agua de Madre. The new branding embraces maximalist typography, nostalgic references, and vibrant color to capture the drink’s effervescent and joyful character. Retaining the original smiling ‘madre’ logo, Chapman balanced heritage with expressive modern design to stand apart from minimal health drink aesthetics.
- Teel Rebrands Historic Sporthotel Lorünser, Emphasizing its Rich History
Austin-based studio Teel rebranded the historic Sporthotel Lorünser in Austria, crafting a timeless identity that honors its alpine heritage while modernizing its digital presence. The project draws from archival materials, architecture, and cultural research to create a cohesive brand system and website that reflect understated luxury and authenticity.
- STUDIO WAN: Small Yet Powerful Agency Delivers Impactful Work
The Brand Identity interviews Tim Wan, founder of London-based STUDIO WAN, about his philosophy of keeping his studio intentionally small and flexible. Wan discusses his background, his time at Fabrica, and his approach to collaboration, storytelling, and material-driven design. The conversation highlights projects like Modern Synthesis and Mount Sapo as examples of his narrative-led, tactile branding work.
- JesseJessi Creates Dual-Themed Brand for Studio Marie
JesseJessi created a brand identity for interior design studio Studio Marie that embraces duality through two custom hand-drawn marks—a primary wordmark and a signature. The design reflects founder Jamie Perez’s multifaceted personality and practice, combining editorial typography, tactile color palettes, and a flexible visual system. The project emphasizes collaboration, materiality, and a departure from minimalism typical in architecture branding.
- Exploring Democratic Branding with Frontify, Feeld, and Figma
The article explores how branding is becoming more participatory, featuring Feeld’s community-driven rebrand with Made Thought and Figma’s remixable identity for its Config conference. It examines how both brands invite their audiences into the creative process—Feeld through structured co-creation and Figma through open remix culture—highlighting a shift toward democratic, flexible brand systems.
- Exploring Apropos: Revolutionizing Branding with Custom Teams and Creativity
The Brand Identity interviews Apropos founders Ariane Elfen, Alexios Seilopoulos, and Marc Popper on the studio’s tenth anniversary. They discuss their bespoke team model, qualitative approach to brand strategy, and commitment to craft in an age of AI-driven design. The conversation highlights projects for ClientEarth, Marella, and their cultural platform Highly Opinionated.
- "Design Translates Fragrance into Visuals and Emotions"
The article explores how designers translate scent into visual and tactile experiences, focusing on Wade and Leta’s surreal art direction for fragrance brand D.S. & Durga. Through synesthetic thinking and storytelling, the duo reimagines perfume branding beyond traditional luxury tropes, crafting vivid, transportive imagery that evokes the essence of each scent.
- "Newspaper Club Revitalizes Print Since 2009: Five Key Projects"
The Brand Identity’s feature by Ritupriya Basu spotlights Newspaper Club’s enduring influence in reviving print culture since 2009. Through five diverse projects—from Dishoom’s Bombay-inspired zine to Cubitts’ journal and Craig Ward’s AI-driven photo essay—the article demonstrates how the studio empowers creatives and brands to explore tactile, expressive print formats. It celebrates the resurgence of print as a medium of storytelling, activism, and craft.
- "Exploring Flexible Studio Branding with Frontify: A Behind-the-Scenes Look"
The article explores how three major design studios—MullenLowe, NOT Wieden+Kennedy, and Mother Design—are embracing flexible, generative branding systems for their own identities. Through interviews with their Heads of Design, it examines how dynamic identities reflect studio culture, empower teams, and challenge traditional notions of understated agency branding. The feature, presented in collaboration with Frontify, highlights a broader shift toward expressive, adaptive studio branding.
- "Ortega and Caon's Diverse Expertise Fuels Actuel Studio's Creativity"
The Brand Identity interviews Actuel Studio’s co-founders, Paulina Paige Ortega and David Caon, exploring how their diverse professional backgrounds—graphic design and industrial design—shape the studio’s multidisciplinary approach. The conversation delves into their founding story, collaborative philosophy, and belief in design’s cultural and strategic impact. The duo emphasizes curiosity, integrity, and long-term thinking as core to their creative process.
- "Multidisciplinary Approach Boosts Designers: Spotlight on Zitong Zhao"
The Brand Identity interviews Beijing-born, Brooklyn-based designer and art director Zitong Zhao about her multidisciplinary career spanning studios, agencies, and major brands. Zhao discusses her independent projects like #dobservations and her new creative label pioklepiokle, emphasizing authenticity, curiosity, and the value of being a generalist. The conversation explores her creative process, lessons from industry giants, and her philosophy on slowing down in a fast-paced world.
- Mubariz Yusifzade Designs Bakery Identity with Dough-Inspired Typography
The Brand Identity features Baku-based designer Mubariz Yusifzade’s self-initiated identity for a fictional bakery, Pastane. The project uses typographic transformation to mimic the process of dough rising, with PP Telegraf by Pangram Pangram Foundry as its foundation. Through After Effects and Cinema 4D, Yusifzade created a playful, cohesive brand world that merges motion, 3D visuals, and packaging design.
- "Pay Close Attention: New VC Merges Creative Class with Venture Capital"
The Brand Identity interviews Jay Kossifos, founder of Pay Close Attention, a hybrid venture studio and VC firm that merges brand strategy, creative capital, and investment. Kossifos discusses the studio’s mission to build culturally relevant, high-growth brands and its expansion plans into London and the GCC. The conversation highlights PCA’s unique approach to integrating branding and funding for faster, more impactful business growth.
- Colin Dunn Debunks AI Image Generation Myths at Visual Electric
The Brand Identity interviews Colin Dunn, Co-founder and CEO of Visual Electric, about how the AI image generation platform empowers designers rather than replacing them. Dunn discusses the evolution of AI in creative workflows, the role of prompting, and how Visual Electric integrates into branding processes, citing examples like Smith & Diction’s generative identity for Alma. The conversation highlights AI as a creative tool that enhances, not diminishes, human craft.
- "Carla Palette Designs Bold, Nostalgic Branding for Berlin’s First Sandwich Shop"
The Brand Identity features designer Carla Palette’s branding for Romeo’s, Berlin’s first dedicated sandwich shop. The identity draws from vintage fast-food advertising aesthetics, combining bold typography and nostalgic color palettes with a modern sensibility. The project emphasizes simplicity, craftsmanship, and a confident typographic approach that celebrates the sandwiches as the heroes of the brand.
- Studio Gruhl Designs Evolving Identity for Spellbound Techno Label
Studio Gruhl developed a flexible, collage-based identity for the Berlin techno label Spellbound, led by DJ Shaleen. Drawing inspiration from 1990s Berlin club culture, the system combines 2D and 3D elements, scanned textures, and open-source typefaces to create an adaptable visual framework. The identity is designed to evolve over time, encouraging collaboration and reinterpretation by other artists.
- "Paperform Prioritizes Design in Its Form-Building Platform"
The Brand Identity interviews Paperform co-founder Diony McPherson about how design has shaped the company’s evolution from a small Sydney startup to a design-led SaaS platform. McPherson discusses Paperform’s dedication to combining form and function, its 2022 kaleidoscopic rebrand, and its ongoing commitment to empowering designers through no-code tools and AI-driven features. The conversation highlights how Paperform differentiates itself by prioritizing aesthetics, brand control, and user experience.
- Bielke&Yang Boost Matre's Launch in Norwegian Furniture Scene
Bielke&Yang developed a confident, typographic brand identity for Norwegian furniture brand Matre, a new company inspired by the legacy of Vatne Møbler. The identity uses Pressio and FKT Echo typefaces to balance heritage and modernity, supported by a restrained color palette and minimalist design. Collaborating with Rolodex Studio and other creatives, the project positions Matre as a bold yet timeless presence in the Scandinavian furniture market.
- Newkid's Creative Growth Accelerates in Fourth Year
The Brand Identity interviews the co-founders of newkid as the studio celebrates its fourth anniversary. They discuss their evolution from startup branding specialists to a broader creative practice, their new website, and a product collaboration with Standard Equipment called the First Day Collection. The conversation highlights their curiosity-driven approach, notable projects like Sol, HOY!, and John Legend x Rove Concepts, and their growing focus on web design.
- "Closed Bar's Evocative Identity: A Masterclass in Worldbuilding"
The article spotlights how by why’s brand identity for CLOSED bar, a new venue housed in an old steelworks, which draws inspiration from the idea of a 'Smuggler’s House.' Founder Mark Blackler blends punk’s rebellious energy with romantic sophistication to create a world rich in secrecy and community. The identity features distressed textures, layered collages, and inventive typography choices that reinforce the bar’s mysterious and evocative atmosphere.
- The New Company Aims for Growth with Website Revamp
The Brand Identity interviews The New Company founders Matt Luckhurst and Seth about their newly revamped website and the studio’s evolution since its founding in 2018. They discuss the agency’s growth, new leadership team, and diverse creative projects spanning sports, hospitality, and branding. The new website, developed with Unstated, reflects the studio’s scale, energy, and forward momentum.
- Parker Redefines Health Supplement Branding with Milamend
Parker developed a refined and feminine brand identity for Milamend, a women’s hormonal health supplement. The design combines elegant typography, warm photography, and a symbolic logo to balance scientific credibility with emotional resonance. The project includes packaging, digital assets, and art direction that reimagine how health supplements can look and feel.
- "Kittl Launches: A New, Intuitive Tool for Graphic Designers"
The Brand Identity interviews Kittl co-founder Tobias Saul about the platform’s evolution from Heritage Type Co. into a collaborative design tool tailored for graphic designers. The discussion covers Kittl’s new UI redesign, real-time collaboration features, and AI integration aimed at simplifying creative workflows. Saul shares insights into his background in typography and the company’s mission to make design tools more intuitive and accessible.
- Fermín Guerrero Redefines Type Design at Fuerte Studio
The Brand Identity interviews type designer Fermín Guerrero about his independent foundry Fuerte and his latest release, the Blackletter-inspired typeface Impura. Guerrero discusses his experimental approach to type design, his journey from studying in Switzerland to founding Fuerte, and how authenticity and creative freedom shape his work. The piece highlights his award-winning typefaces Brick and Thesaurus and his philosophy of designing unique, accessible fonts for designers worldwide.
- Crane Brothers Releases Origami-Inspired Dispatch Edition Designed by Liam Ooi
Crane Brothers marked its 25th anniversary with a special print edition of its digital Dispatch, designed by Liam Ooi. The broadsheet can be folded into a paper crane, symbolizing longevity and craftsmanship, and reflects the brand’s playful yet refined spirit. The design uses Crane Brothers’ signature colors and minimalist aesthetic, printed on uncoated paper with a limited run of 1,000 copies.
- Koto Designer Shiqing Zhu's Rising Journey Continues Unabated
The Brand Identity interviews Koto designer Shiqing Zhu about her journey from Shanghai to New York, exploring how her cross-cultural background shapes her approach to branding and identity design. Zhu discusses her inspirations, her passion for typography and custom typefaces, and her decision to join Koto after taking a leap of faith. The conversation highlights her thoughtful, strategic approach to design and her commitment to continuous growth.
- OtherType.Studio Masters Subtle, Hardworking Typeface Design
The Brand Identity interviews Matt Jenkins, founder of OtherType.Studio, about the studio’s philosophy of designing typefaces that prioritize function and restraint over stylistic excess. The conversation explores their custom typeface for Tanqueray, early experiments with variable fonts, and the development of their first retail releases, Casa Alpha and Casa Beta. Jenkins discusses the studio’s origins, collaborative approach, and future plans for expanding their type library.
- "Villagers Studio Crafts Unique Teams for Each Project Like Pop-Ups"
The Brand Identity interviews Sam Smith, founder of Villagers Studio, a remote-first design practice that assembles bespoke teams for each project. Smith discusses the studio’s trust-based model, its flexible, community-oriented approach, and its mission to bring joy to the branding process. The conversation explores the studio’s early projects, challenges, and ambitions for growth and mentorship within the creative industry.
- "Ba’ndo Fosters Global Design Community with Workshops and Fun"
The Brand Identity interviews Ba’ndo co-founder and CCO Emrah Doğru about the Istanbul- and London-based studio’s philosophy of fun, community, and creativity. The conversation explores their award-winning work for MAD, sustainable branding for REUNIK, and the studio’s internal Ba’ndo Lab, which fosters type design and open workshops for designers. Ba’ndo’s approach emphasizes storytelling, sustainability, and maintaining a playful spirit in design.
- Joy Studio Talks Running Love, Staying Lean, and Big Goals
The Brand Identity interviews Kraków-based Joy Studio co-founder Radek Sadlik about the studio’s passion for running culture, its small but ambitious approach, and its collaborations with brands like New Balance and SWORDS ATHLETICS. The discussion covers their evolution from pandemic beginnings to international projects, their use of 3D design, and their philosophy of staying small while thinking big.
- "ODA Merges Past and Future in Cartesia's New Brand Identity"
ODA, led by Barcelona-based designer Ennio Dybeli, created a brand identity for AI research company Cartesia that bridges academic heritage and modern technology. The design draws inspiration from Cartesian grids and dithering algorithms, combining old-world scientific imagery with digital aesthetics. Custom typography using GT Sectra and Berkeley Mono reinforces the dialogue between tradition and innovation.
- "Tomorrow Highlights Moksha Gin's Indian Essence, Ensuring Shelf Standout"
The Brand Identity features Tomorrow’s vibrant brand and packaging design for Moksha, a gin inspired by India. The project combines bold colors, layered typography, and lush illustrations to evoke the sensory richness of Indian culture. Led by design director Charlotte Sole, the identity extends from bottle and box design to a website, balancing maximalism with structure through a doorway concept inspired by Indian architecture.
- From Form reveals the charm of handmade design
The Brand Identity interviews Rotterdam-based studio From Form, co-founded by Ashley Govers and Jurjen Versteeg, exploring their analogue-driven creative process and nostalgic aesthetic. The duo discuss their origins, evolution from film and design experiments to client work, and their philosophy of embracing imperfection and tactility in a digital age. The conversation highlights their projects for OFFF, Cineville, and Amsterdam Museum Night, emphasizing the timeless charm of handmade design.
- 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.
- Davy Denduyver creates vivid identity for Saigon's Elgin
The Brand Identity features Bruges-based designer Davy Denduyver’s vivid and type-driven identity for Elgin, a restaurant in Saigon. Drawing inspiration from restaurant receipts and thermal printing, the branding combines stretched typography, handwritten wordmarks, and playful contrasts to reflect the restaurant’s story and culture. The project uses Therma and Basier Circle typefaces and balances minimalism with expressive visual energy.
- Anthony Burrill's Top Five Creepy Halloween Movie Posters
The Brand Identity’s Halloween edition of 'The High Five' features designer Anthony Burrill selecting five iconic horror movie posters that continue to inspire and unsettle him. Burrill reflects on the visual language of horror and how typography and imagery evoke fear and fascination. His picks include JAWS, Alien, The Wicker Man, A Clockwork Orange, and The Shining, each analyzed for its design impact and emotional resonance.
- “We aim to craft experiences that go beyond a transaction.” Date of Birth lets us in on its process
The Brand Identity interviews John Mastro, founder and Chief Creative Officer of Melbourne-based studio Date of Birth, about the agency’s approach to consumer branding. Mastro discusses how the studio crafts memorable brand experiences that go beyond transactions, focusing on measurable outcomes, strategic differentiation, and emotional connection. The conversation highlights projects like LVL Up Hydration and Moments Condoms, as well as the studio’s partnership with Chemist Warehouse and its plans for international expansion.
- Studio Gruhl unveils new identity for digital-first branding
Studio Gruhl, led by founder Malte Gruhl, has unveiled a new identity and website that reflect its focus on digital-first branding. The rebrand, guided by the studio’s manifesto ‘Dream More,’ emphasizes motion, interactivity, and AI-generated content over traditional print applications. In the interview, Gruhl discusses the studio’s evolution, collaborative approach, and vision for agile, adaptive brands built for the digital age.
- Tomorrow’s Modernist Design Cuts the Clutter
The Brand Identity interviews Greg Durrell, founder of Vancouver-based studio Tomorrow, about the studio’s modernist philosophy and its focus on clarity and essentialism in design. The conversation explores Durrell’s journey from creating the documentary ‘Design Canada’ to leading Tomorrow, highlighting recent projects such as Geosource Energy’s rebrand, the Design Vancouver Festival identity, and the Invictus Games 2025 collaboration. The piece coincides with Tomorrow’s refreshed website, developed by Paul Lapkin on Framer.
- Take five with POV Budapest: prepare to take notes as BUCK talk about their “somewhat outsider POV”
The Brand Identity interviews BUCK’s creative leaders Vincent Lammers and Camille Chu ahead of their talk at POV Budapest. They discuss BUCK’s 20-year evolution from a motion design studio to a global creative company expanding into branding, their approach to storytelling, and their perspective on staying culturally relevant. The conversation highlights BUCK’s adaptability, collaborative ethos, and excitement for sharing their 'outsider POV' at the festival.
- a.Foundry’s work is flavoured with a “deep appreciation for Scandinavian type and its imperfections”
The Brand Identity interviews Copenhagen-based type designer Andreas Rasmussen about his independent studio a.Foundry, which draws inspiration from Scandinavian design heritage. Rasmussen discusses his journey from art direction to type design, the creation of typefaces like Albert Sans, and his appreciation for the imperfections of Scandinavian typography. The conversation explores his process, challenges of running a small foundry, and future plans for new type releases.
- No Walls Studio’s ‘anti same old, same old’ approach elevates their left-field work for placemakers
The Brand Identity interviews No Walls Studio founders Jake Rynar and Andrew Johnson about their research-driven, culture-focused approach to branding physical spaces. Based in Chicago, the studio collaborates with real estate developers and placemakers to create human-centred brand identities that shape how people experience built environments. The discussion highlights projects like 700 River, Kinwood, and Treble, showcasing how No Walls Studio uses qualitative research and cultural insight to move beyond conventional hospitality branding.
- Principal Rebrands L'Éloi With Bold Identity and Cinematic Website
Principal, a Montreal-based design studio, rebranded Canadian production company L'Éloi with a bold, cinematic identity and an immersive website. The project balances vibrant energy with refined restraint, using typefaces like Review and Scandia to evoke both European sophistication and North American dynamism. The new design highlights L'Éloi’s creative roster while maintaining a flexible, visually striking digital presence.
- Take five with POV Budapest: on turning five, PORTO ROCHA promises to share nuggets of wisdom
The Brand Identity interviews PORTO ROCHA founders Leo Porto and Felipe Rocha ahead of their talk at POV Budapest, coinciding with the studio’s fifth anniversary. They reflect on the studio’s growth, challenges, and values while preparing to share insights from their journey as Latin and queer immigrants in the design industry. The conversation touches on their evolving practice, global expansion, and upcoming presentation featuring a new studio reel with music by Deekapz.
- Precise, technical, but also darn witty: newkid creates a brand of contrasts for Standard Equipment
Design studio newkid developed a witty yet precise brand identity for Canadian homeware company Standard Equipment. The project balances industrial precision with humor, using custom typography, a mechanical-inspired logo, and a playful tone of voice. The identity extends across packaging, website, and motion assets, emphasizing the brand’s concept of ‘Tools for Non-Standard Living.’
- An insider’s gaze: how Studio Tempo® leans into its experiences to create culturally resonant work
The Brand Identity interviews Vinicius Theodoro, founder of Studio Tempo, about building an inclusive and culturally resonant design practice in São Paulo. The conversation explores the studio’s Afrocentric approach, modular team structure, and projects such as the AMA children’s shampoo identity and the creation of Sohi, its 3D and motion division. Theodoro discusses how diversity, collaboration, and cultural sensitivity shape the studio’s creative process and future ambitions.