In their own words
Typography is the ultimate branding tool.
Custom type is brand infrastructure, not decoration.
Self-initiated work is essential as a space for authorship.
I don’t really believe in leadership through authority.
I decided to see if I could design a typeface and make a basic Latin character set in just one week.
I immediately knew I wanted to create a typeface that combined timelessness and strength.
The symbol can be animated in various contexts while also serving as the cornerstone for brand elements.
It also emphasises the concept of tech-forwardness and robustness.
Articles & interviews4
- How Sasha Denisova built a practice where brand and type intersect
The Brand Identity interviews designer and art director Sasha Denisova about her approach to integrating branding and type design. Now a Senior Brand Designer at Red Antler, Denisova discusses projects like Solzão, Moonswoon, and her self-initiated typefaces Nice Try and Greenpoint Sans, emphasizing custom typography as a brand’s core infrastructure. She reflects on creative leadership, self-initiated experimentation, and the cultural influences shaping her work in New York.
- "Five Projects Transform Flowerboy Hub, Featuring Gijs Lammers Brand"
The Brand Identity’s biweekly roundup ‘The Edit’ highlights five creative projects, including Gijs Lammers’ community-focused identity for Flowerboy in Bali, Sasha Denisova’s typeface Kristolit, Zapiens’ vibrant branding for YOOY, Forth+Back’s refresh for Brother Films, and Kontrapunkt’s inclusive rebrand for F.C. København. The feature showcases global design talent across branding, typography, and packaging.