DIA
DIA is a New York and Chamonix–based branding and graphic design studio recognized for pioneering kinetic identities and typographic systems. Founded by Mitch Paone, DIA integrates motion as a core element of brand design, developing generative tools and autonomous identity systems that empower internal teams. Their work has been featured by Google Design, It’s Nice That, and the Walker Art Center, and included in publications by Unit Editions and Victionary. DIA’s innovative approach has positioned them as leaders in the evolution of motion-driven brand systems and contemporary visual identity design.
https://dia.tv/
New York, United States
46 Cases
Cases
- A-trak
- Live Visuals And Identity System For A-trak
- Artwork, Collaboration, Parameters, Visual
- A-trak
- Typographic Identity And Album Art For A-trak
- Artwork, Music, Production, Typography, Visual
- Adidas Skateboarding
- Campaign Identity For Adidas Skateboarding 3st.001 Launch
- Launch, Pattern, Shoe
News & interviews
- Northern Design Festival is back
Creative Boom · Mar 23, 2026
Creative Boom reports that the Northern Design Festival returns to Lancaster in May 2026 with a new theme of 'Heritage' and a bespoke typeface called Lancer, created in collaboration with F37. The identity extends into a regional billboard campaign exploring northern creative identity, while the festival continues its community-driven approach with talks, workshops, and collaborations across the UK creative scene.
- Six powerful ways to make your next rebrand better
Creative Boom · Feb 3, 2026
Creative Boom’s article by Tom May summarizes Frontify’s 2026 report 'Rebranding Redefined', which outlines six key strategies for modern rebranding. Drawing insights from studios like JKR, Buck, DIA, and Mozilla, it emphasizes living brand systems, meaningful use of type and color, sonic branding, flexibility, motion integration, and cultural relevance. The piece encourages designers to move beyond static assets and build adaptive, emotionally resonant brands.
- Xiyu Deng: “There isn’t a single ‘right’ solution to any problem”
The Brand Identity · Jan 29, 2026 · Interview
The Brand Identity interviews art director Xiyu Deng about her approach to design, storytelling, and bridging art with communication. She discusses her work at Media Arts Lab, her personal platform DXY®, and projects like the Sixteen Labs rebrand that translate complex technology into human-centered design. Deng emphasizes openness, collaboration, and learning through making as key to her creative process.
- I’m not a robot: why showing your workings has never been more important
It's Nice That · Jan 12, 2026
Written by Poppy Thaxter for It’s Nice That’s Forward Thinking series, the article explores how transparency and behind-the-scenes storytelling have become essential in the creative industry amid the rise of AI-generated content. It highlights examples from brands like Apple, Coca-Cola, and Ffern, showing how audiences now value visible human effort and authenticity in design and branding.
- Why 2025's best rebrands mostly happened while we weren't looking
Creative Boom · Dec 18, 2025
Tom May’s Creative Boom article reflects on 2025’s most significant rebrands, arguing that the most impactful ones—by Amazon, Walmart, Apple TV, Eventbrite, and La-Z-Boy—were subtle evolutions rather than headline-grabbing overhauls. He contrasts these quiet successes with high-profile failures like Cracker Barrel, Jaguar, and HBO Max, emphasizing that brand strength now comes from coherence and consistency rather than spectacle. The piece concludes that the future of branding lies in thoughtful refinement and listening to audiences.
- DIA Studio builds a generative tool that makes Nuits Sonores pulse
The Brand Identity · Dec 9, 2025
DIA Studio created a generative identity system for the 2025 edition of Nuits Sonores, a major electronic music festival in Lyon. The project centred on a custom tool simulating fluid dynamics to translate the physical sensation of sound into motion-based visuals, anchored by the MNKY Klaus typeface and a striking neon green palette. The identity extended across digital and physical applications, becoming a cultural phenomenon embraced by festivalgoers.
DIA StudioMNKY TypeNuits SonoresArty Fartybranding - How to do motion-first branding better
Creative Boom · Nov 24, 2025
Creative Boom’s article by Tom May explores how motion-first branding has evolved from a decorative feature to a strategic foundation for modern brand systems. Featuring insights from DIA’s Mitch Paone and BUCK’s Simon Chong, the piece discusses how motion can define brand behaviour, ensure consistency, and bridge strategy with creative expression. The article also outlines best practices for building scalable motion systems and integrating behavioural logic into brand guidelines.
- On treats technology as texture in its Movement Labs retail space
The Brand Identity · Nov 20, 2025
The article details how Tomorrow Bureau and Modem collaborated with Swiss sportswear brand On to create the Movement Labs retail installation in Zurich. The project integrates digital storytelling into physical architecture through a sculptural table with embedded screens and reflective materials, embodying On’s philosophy of technology as texture. The work merges motion design, custom hardware, and minimalist aesthetics to communicate On’s product innovation in an immersive, tactile way.
- DIA’s identity for an electronic festival mimics music with a typeface made of pulsating particles
It's Nice That · Nov 18, 2025
DIA Studio created a pulsating, generative identity for the 2025 edition of Nuits Sonores, an electronic music festival in Lyon. The design uses a custom motion tool and the MNKY Klaus typeface to visualize sound through particle-based typography and neon green visuals. The identity extended across digital and physical touchpoints, engaging festivalgoers who adopted the color as part of the event experience.
DIA StudioMNKY TypeNuits SonoresArty Fartybranding - "Watermelon Pictures Elevates Palestinian Cinema to Global Stage"
It's Nice That · Sep 16, 2025
The article profiles Watermelon Pictures, a new film production and distribution company founded by brothers Badie and Hamza Ali to champion Palestinian cinema. Building on their family’s legacy through MPI Media Group, the duo launched the label in 2024 to authentically represent Arab and Muslim stories. The piece explores their mission, the films they distribute, and their commitment to activism through storytelling.
Watermelon PicturesMPI Media Groupbranding - "Smoking Diaries: 17 Unique Ashtrays Celebrate Smoking Rituals"
It's Nice That · Aug 21, 2025
The article covers Smoking Diaries, a collaborative design project and exhibition by four designers exploring the social rituals of smoking through 17 reimagined ashtrays. Hosted at Café Nick in Copenhagen during Three Days of Design, the event blurred the line between art and everyday life, inviting visitors to use the ashtrays as part of the experience. The project also included a zine designed by Alice Monguzzi, extending the conversation into print form.
Smoking Diariesproduct_design - Cadbury's New Ad Mocks Dark Chocolate Elitism, Revives Bournville Brand
Creative Boom · Aug 18, 2025
Cadbury has relaunched its classic Bournville dark chocolate with a humorous campaign by VCCP that pokes fun at dark chocolate snobbery. Directed by Harold Einstein and co-written with Simon Blackwell, the ad reintroduces Bournville with a confident, tongue-in-cheek tone and bold red-and-white visuals. The campaign spans TV, outdoor, radio, and digital channels, marking the brand’s first major push since the 1970s.
VCCPOutsiderPublicis Media UKCadburyMondelezadvertising - Google's Andrew Thomas Shares Keys to Nurturing Creativity
Creative Boom · Jul 14, 2025 · Interview
Creative Boom’s article features Andrew Thomas, creative head of Google Retail Design in EMEA, discussing the role of belief, collaboration, and respect in nurturing creative ideas. In a talk for The Studio community, Thomas shared his career journey from fashion and retail to Google, emphasizing the importance of diversity, empathy, and shared belief in creative success. The piece highlights his philosophy that authentic belief and collaboration make ideas truly contagious.
GoogleNew Visual MediaIrisNokiaPepsibranding - Google's Andrew Thomas Shares Secrets to Fostering Creative Ideas
Creative Boom · Jul 14, 2025 · Interview
Creative Boom’s article features Andrew Thomas, creative head of Google Retail Design in EMEA, discussing the role of belief, collaboration, and respect in nurturing creative ideas. In a talk for The Studio community, Thomas shared insights from his career spanning fashion, retail, and tech, emphasizing how authentic belief and diverse collaboration make ideas contagious. The piece highlights his philosophy on creativity, resilience, and the importance of respecting ideas and people alike.
Google Retail DesignNew Visual MediaIrisNokiaPepsibranding - "Generalists Ideal for Launching Creative Studios"
It's Nice That · Jun 30, 2025
In this edition of If You Could’s Creative Career Conundrums, Katie Cadwell, co-founder of Lucky Dip, advises a young creative on whether to start their own studio or gain more experience first. She argues that generalists make strong studio founders due to their broad skills and exposure to business operations. The article encourages taking initiative, learning from others’ experiences, and trusting one’s readiness to begin a creative venture.
- "Serviceplan Campaign Turns Breastfeeding into Savings with Herconomy"
The Brand Identity · Jun 11, 2025
Serviceplan Innovation collaborated with Nigerian fintech Herconomy to launch 'Breastmilk Money,' a campaign and digital platform that turns breastfeeding into a financial asset. The project combines emotional storytelling with data-driven design, featuring a fluid visual identity inspired by the natural colours of breastmilk and a calculator that quantifies the financial savings of breastfeeding. The campaign aims to empower Nigerian mothers through both health education and financial independence.
Serviceplan InnovationServiceplanPlan.Net GroupHerconomybranding - GOOD Revitalizes JustGiving with Vibrant New Campaign
Creative Boom · May 21, 2025
GOOD created 'It Just Got Real', a high-energy campaign for JustGiving aimed at younger fundraisers. The work captures the emotional moment when a donation turns an idea into reality, using TikTok-inspired visuals, real fundraisers, and bold design. Collaborating with MI Media and Brainlabs, the campaign rolled out across social, digital, and OOH channels to reposition JustGiving for a new generation.
GOODMI MediaBrainlabsJustGivingadvertising - "Importance and Best Practices for Effective Brand Audits"
Creative Boom · Feb 25, 2025
The article by Tom May for Creative Boom explores the importance of brand audits in the design process, describing them as essential 'health checks' for understanding a brand’s position and opportunities for improvement. Featuring insights from several creative leaders, it outlines best practices for conducting effective audits, from stakeholder interviews to competitive analysis and strategic alignment. The piece emphasizes that successful audits require curiosity, honesty, and collaboration between designers and clients.
The Label CollectiveChase Design GroupDalziel & Powbranding - "Mumbai Projects Revitalize Indian Street Typography"
It's Nice That · Dec 10, 2024
The article, written by Payal Khandelwal for It’s Nice That’s 'The View From' series, explores three projects that celebrate and reinterpret Indian street typography. It pays tribute to the late Hanif Kureshi’s pioneering work with The Handpainted Type and highlights contemporary efforts by Tanya George and Pooja Saxena to document and evolve vernacular lettering traditions. Through type walks, zines, and community engagement, these creatives are preserving and reimagining India’s rich typographic culture.
St+ArtThe Handpainted TypeIndia Street Letteringeditorial - James Lake's Cardboard Art Animates in Debut Film "Another Day"
It's Nice That · Dec 3, 2024
The article profiles artist James Lake and his first animated short film, 'Another Day', which translates his signature cardboard sculptures into motion. Created in collaboration with Shape Arts and Hot Knife Digital Media, the film explores themes of creativity, adversity, and accessibility in art, aligning with Disability History Month 2024. Lake uses cardboard as both a practical and symbolic material to reflect resilience and inclusivity.
Shape ArtsHot Knife Digital Mediamotion
Clients
Tech Stack
Technologies detected on DIA's website.