Decade
Decade is a New York City–based branding and creative agency known for crafting nuanced, distinctive brand identities and campaigns. Led by a multidisciplinary team, the studio integrates strategy, graphic design, copywriting, and art direction to build meaningful brands from the ground up. Decade has developed identities for Khaite, Soft Services, District Vision, and Edie Parker Flower, and revitalized legacy names including Banana Republic, Esprit, and Playboy. Their work reflects a refined aesthetic and strategic clarity that position clients for cultural relevance and long-term resonance in competitive markets.
https://decadenewyork.com/
New York City, United States
16 Cases
Known for:decadebrand identityillustrationgraphic designpackaging designsustainability
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News & interviews
- Form and function: 10 identities for furniture and homeware brands that add a spark to any room
The Brand Identity · Mar 29, 2024
The article by The Brand Identity, written by Poppy Thaxter, showcases ten standout brand identities for furniture and homeware companies. It highlights how each design balances aesthetic appeal and brand storytelling, featuring studios such as Clase, Cossette, Decade, MISKA STUDIO, and others. The piece celebrates the importance of distinctive visual identities in a competitive furniture market.
- Hey, good looking: 6 standout identities that prove that beauty brands have never looked so good
The Brand Identity · Sep 22, 2023
The article highlights six standout beauty brand identities that exemplify how design studios are responding to the growing demand for ethical, sustainable, and visually distinctive branding. Featuring work from Dothings, Decade, Date of Birth, Oddity, newkid, and Temporada, it showcases a range of packaging and identity approaches across the modern beauty industry.
- Decade revitalise Banana Republic’s brand with an elegant, eclectic and type-driven identity system
The Brand Identity · Feb 14, 2023
Decade collaborated with Banana Republic to refresh the fashion retailer’s brand identity, drawing inspiration from its original logo and heritage. The New York studio developed a custom typeface, Banana Serif, with Colophon Foundry and paired it with Luzi Type’s Lynstone to create a cohesive, type-driven system. The rebrand extends across digital, packaging, signage, and apparel, blending elegance with eclectic, handcrafted details.
- New Skincare Packaging Design for Soft Services by Decade
BP&O · Jul 14, 2022
BP&O features Decade’s packaging design for Soft Services, a New York-based skincare brand founded by former Glossier team members. The project embraces an 'elastic branding' approach, giving each product its own visual identity while maintaining a cohesive system. Sustainability, inclusivity, and individuality are central to the design, which uses recycled materials and bold, diverse color palettes.
- Decade’s Grace Robinson-Leo and Rob Matthews on how they work with big brands as a small studio
The Brand Identity · Dec 9, 2021 · Interview
The Brand Identity interviews Decade’s co-founders Grace Robinson-Leo and Rob Matthews about running a small New York studio that works with major brands like Banana Republic. They discuss their collaborative process, tools, and philosophy of storytelling-driven design. The conversation highlights their Banana Republic rebrand and their approach to maintaining creativity and intimacy in a small team.
- Decade’s Thoughtful Identity For Soft Services
· Nov 29, 2021
The article highlights New York-based agency Decade’s brand identity and packaging design for skincare line Soft Services. Each product in the line features its own distinct color and character, creating a refreshing and bold departure from uniform brand palettes. The piece praises the individuality and thoughtful design approach that helps the brand stand out in a crowded skincare market.
- Decade choose subtlety over decadence in their quiet identity for designer homeware brand Mkt
The Brand Identity · Sep 22, 2021
New York-based studio Decade created a refined and understated identity for Mkt, a designer homeware brand from the founders of Toronto’s Elte. The branding balances modernity and luxury through a custom typographic system and a neutral, monochrome palette inspired by natural materials. The result is a quiet, elegant identity that supports rather than overshadows Mkt’s furniture and homeware products.
- Decade combine with 38 illustrators to raise money for NYC-restaurants impacted by COVID-19
The Brand Identity · Jan 18, 2021
New York-based studio Decade launched 'Family Meal,' a self-initiated cookbook project featuring 38 illustrators to raise funds for NYC restaurants affected by COVID-19. The project combines joyful illustration, hand-drawn typography, and community collaboration, with proceeds donated to ROAR. The design emphasizes accessibility, playfulness, and a non-precious, celebratory approach to print design.
- Decade’s characterful identity for Social Studies pulls on modern sophistication and 70s nostalgia
The Brand Identity · Nov 30, 2020
New York-based studio Decade created a playful yet sophisticated brand identity for Social Studies, a modern party platform offering rentable tablescapes and catering. Drawing on 1970s nostalgia, the identity features a bold red palette, custom logotype, and illustrations by Ilya Milstein. The design balances vintage charm with contemporary elegance through thoughtful typography and characterful visuals.
- The Edit: five new projects including Milu by Saint-Urbain
The Brand Identity · Nov 12, 2020
The Brand Identity’s 'The Edit' showcases five new design projects, including Saint-Urbain’s branding for Milu, aether³’s experimental identity, Lizzie Frost’s work for Pacific restaurant, Love Street Studio’s luminous identity for Joana Forjaz, and Decade’s campaign for Paravel. Each project highlights distinct creative approaches across branding, illustration, and campaign design.
Saint-Urbainaether³Love Street StudioMiluPacificbranding
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