Instrument

Cases

• Unknown Client
• Marketing Campaigns For Leading Global Brands
• Bold, Global, Innovative, Integrated, Storytelling, Strategic

• Alphasense
• Website Redesign For Alphasense
• Dynamic, Intelligent, Modular, Scalable, Streamlined, Systematic

• Android Developer Relations
• App Design And Visual Identity For Now In Android
• Adaptive, Dynamic, Flexible, Modular, Personalized, Vibrant

• Atlassian
• Digital Campaign For Atlassian
• Authentic, Collaborative, Documentary, Human, Inspirational, Storytelling

• Bankblackusa
• Website Redesign And Brand Evolution For Bankblackusa
• Activist, Bold, Collaborative, Human-centered, Inclusive, Vibrant

• Blackspace
• Brand And Digital Experience For Blackspace
• Bold, Cultural, Human-centered, Inclusive, Modular, Purposeful

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News & interviews

• 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.

  Media Arts LabInstrumentDXY®AppleUberbranding
• The Freelancers: Yumin Hwang on adapting to new studios, new fields and new ways to work freelance

  The Brand Identity · Mar 15, 2023 · Interview

  The Brand Identity’s interview with New York-based designer Yumin Hwang explores her freelance journey, from transitioning out of advertising to working with start-ups and studios like Character and Instrument. She discusses the benefits of remote work, the challenges of freelancing, and her approach to adapting to new teams and projects. The conversation highlights her growth in leadership, communication, and flexibility as a creative professional.

  InstrumentCharacterCreative PeopleCriminal Contentbranding
• Anthony Zukofsky on the multidisciplinary balance of design, education and writing in his practice

  The Brand Identity · Feb 22, 2022 · Interview

  The Brand Identity interviews New York-based designer and educator Anthony Zukofsky about his multidisciplinary practice that spans design, teaching, and writing. Zukofsky discusses his career path through studios like Pentagram, Google, and Instrument, his teaching role at the School of Visual Arts, and his approach to balancing creative and academic work. The conversation highlights his reflections on leadership, learning, and the evolving nature of design practice.

  InstrumentPentagramGoogleAppleThe New York Times Magazinebranding
• New Brand Identity for Campus by MultiAdaptor

  BP&O · Aug 10, 2017

  BP&O’s article by Richard Baird reviews MultiAdaptor’s rebrand for Google’s Campus, a global network of coworking and event spaces. The identity embraces a DIY, collage-like aesthetic that reflects startup energy and community spirit while distinguishing itself from Google’s polished Material Design. The system spans digital and physical touchpoints, balancing creative play with systematic structure.

  MultiAdaptorInstrumentCampusGooglebranding

Clients