Deadlines
Design project deadlines are not the enemy of good work — they are the condition that makes good work possible. We’ve delivered over 128 projects across two decades, and the deadline has never once been optional. What changes is how seriously you treat it as a design constraint rather than an administrative inconvenience.
We desperately need them, but sometimes we must break them.
Our minds are set to achieve goals. One at a time. They have trained us to do so since kindergarten. We all know that the closer the deadline, the more productive we become. It looks like somewhere we picked this up as well.
The reason we need them is because this is the only way the project will be finished. If there is no deadline, we either will not start, our brains will not align, or we will strive for perfection, which will never happen.
Since we work with clients and not for them, the deadline obligation is on both sides. The motivation and the effort to make it happen are mutual, but in the same manner, we can realize it can’t be done; we need more time and resources. And that is okay. It will improve the result when finished.
How Design Project Deadlines Actually Shape Creative Decisions
How we approach logo design from brief to final markDon’t miss the next essay. Signup for our newsletter
⸻ Newsletter signup
Why Are We Searching for Clarity?
Clarity in design is what every brief promises and almost nothing delivers. We've been watching this gap widen for two decades — between what communication claims to say and what it actually lands. Searching for clarity isn't a trend. It's a signal that something structural has gone wrong.
Remember when you learned to spot a stock photo?
You could see it from a mile away. The same thing is happening now. We are growing up developing an even sharper instinct for what feels generated, repeated, predictable, and empty.
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.
How to Be a Real Designer
How to be a real designer isn't about software or style — it's about who holds the argument when the client wants something easier. We've been in that room for twenty years. Being a real designer means resisting the comfortable solution, even when no one asks you to.
I take it personally
Personal investment in branding is not a policy we adopted — it's the only way we know how to work. Every project that has left this studio since 2004 carries some part of us in it, for better or worse. That personal investment in branding is what separates a mark that lasts from one that simply gets approved.
It is not ok to fail
It is not ok to fail — and we've never treated it as an option. Most studios build failure tolerance into their process. We built accountability into ours instead. Twenty years in Ljubljana, 80+ awards, and a working assumption that getting it wrong is not a learning opportunity — it's a broken promise.
Know Your Duty, Poet
Half the year gone, hammock by the sea — and still the same question: did I create enough? The poet's debt is never fully paid.
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.