Dear Client
Dear client design isn’t a letter we wrote lightly. We’ve been doing this since 2004 — 128 projects, 80+ awards, and more than a few relationships that taught us exactly where the work breaks down. Dear client design starts with a conversation most studios avoid having out loud.
We need to talk — honestly, openly, and with respect.You’ve trusted us with your vision, and that means everything. But good design isn’t just about creating what’s asked — it’s about knowing when to pause, rethink, and realign. Sometimes that means saying no, stepping back, or choosing a different direction for the sake of something better.
We’ve learned that not every collaboration is meant to last forever — and that’s okay. Growth requires change. If our paths are shifting, it’s not out of neglect, but out of care for the integrity of the work we both believe in.
Please know: our respect for you doesn’t fade. The time, ideas, and energy we shared still matter deeply. You’ve helped shape how we create, how we listen, and how we design with purpose.
So this isn’t goodbye. It’s a quiet thank-you — and a promise to keep designing with the same honesty that built our work together in the first place.
With respect,
Your Visual Brain Gravity
What Dear Client Design Actually Requires From Both Sides
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Ethics
Design ethics and sustainability aren't a policy we wrote to hang on a wall — they're the criteria we use before we say yes to a project. We've been running this studio since 2004, and the framework hasn't changed: if the work can't be defended on ethical grounds, it doesn't leave the desk. Design ethics and sustainability, in practice, means turning things down as often as taking them on.
Ai killed the lorem ipsum
AI killed lorem ipsum quietly, somewhere between the first GPT prompt and the moment clients started sending actual copy on day one. We noticed it not as a loss but as a correction — design built around real words is harder, more honest, and significantly better. That's the shift AI killed lorem ipsum protecting us from confronting for decades.
Side projects
Designer side projects are not a break from real work — they are the reason the real work stays sharp. We have run a design studio in Ljubljana since 2004, and the projects that never had a client are often the ones that taught us the most. Side projects are where instinct gets to move faster than process.
Numbers can tell us what happened. Creativity helps us decide what should happen next for the brand.
We can measure reach and clicks. We can't measure instinct or taste. Here's why that gap matters more than any conversion rate.
The Currency of Respect
Respect as currency is not a metaphor we use lightly — it is the actual unit of exchange in every client relationship we have built since 2004. We have watched projects collapse not over budget or concept, but over the slow withdrawal of basic professional respect. When respect as currency depreciates, no invoice or award recovers the loss.
We use craft in every project. Not as decoration. Not as nostalgia. As a way of thinking.
Craft in design thinking is how we structure every decision we make — not what it looks like at the end, but how the problem gets interrogated from the start. We've been working this way since 2004. Craft in design thinking means slowing down where other studios speed up, and knowing exactly why.
To all the misfits who jumped to freelancing
Freelance designer struggles don't announce themselves. One month you're euphoric about escaping the agency; six months later you're chasing an invoice at midnight and questioning every career decision you've ever made. We've seen this arc enough times — from our studio in Ljubljana, across two decades of watching good designers disappear into bad freelance situations — to say something honest about it.
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.