Instrument

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.

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.

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.