Are we artists or designers?
Artists vs designers — it’s a question we’ve been asked at every client meeting, award jury, and late-night studio argument since 2004. The honest answer is neither, or both, depending on what the brief demands. What we’ve learned after 81 logos and 80+ awarded projects is that the real distinction isn’t about medium or ego — it’s about intent and accountability.
One of the longest debates out there. Are designers artists? Well, no, we are not. Let me explain from a different perspective why not.
“Design solves problems; art creates them” is a great quote about how we approach things. Each of the disciplines has its own direction. Designers have a strict, limited, and focused direction for what to design; the artist is free to create whatever he feels.
When I wrote, “Problem-solving is science, design is a craft, and creativity is an art form,” I tried to define how we solve problems. You need to act freely if you are trying to come up with a creative solution, but only the craft will create the final solution within the limits of the research phase (problem-solving).
Art will always stay free and without limits; that is the reason we all respect artists, because it is so hard to create without limitations (the brief). Design is a craft; we act exactly like all other craftsmen, and our power is in our skills and way of thinking. That’s hard enough; we don’t want that artist’s mind to interfere with our skills.
Artists vs Designers: Why Intent Is the Only Honest Answer
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Made with AI Is the New Made in China
Made with AI design is the new "Made in China" — and we mean that as a warning, not a trend report. We've spent twenty years watching what happens when cost becomes the only design criterion. The results are always the same: disposable work, eroded brand identity, and a market that eventually has to pay twice.
Why so serious?
We ditched the books, picked up a pen, and let strange creatures appear. Turns out that's not a detour — it's how branding actually starts.
Excited?
Excited clients are not a bonus — they're a design material. We've watched the same brief produce two completely different outcomes depending on whether the client came in energised or resigned. Excited client energy doesn't just make meetings easier; it changes what branding becomes possible.
Time
Time in design is the one resource studios consistently undervalue, including us. We've spent twenty years learning that the pressure to compress it rarely produces better work — it produces faster work, which is a different thing entirely. Time in design shapes every decision, from the first sketch to the final output.
Team 2 team
Team to team design is how we've always worked — not because it sounds progressive, but because the other way produces worse outcomes. When your strategist sits across from ours, decisions happen in minutes instead of weeks. That direct team to team design dynamic is what most studios promise and few actually practice.
Work For Free
Designers work for free more often than the industry admits — and we've done it ourselves, deliberately, with criteria. The question isn't whether it devalues your work. The question is whether you set the terms or someone else did. We've spent two decades deciding which projects earn our time without a brief, a budget, or a contract.
Art is Provocation: Raising Questions, without Giving Answers
Art is provocation — and that alone makes it fundamentally different from design. Where design resolves, art destabilises. We've spent two decades navigating that tension, and art is provocation precisely because it refuses the comfort of conclusions.
What Does a Branding Agency Actually Do?
What does a branding agency do — and what separates the ones worth hiring from the ones who just make things look nice? We've been answering that question through work since 2004. What does a branding agency do at its best: it builds the strategic and visual foundation a business can actually stand on.