Founded in 2008, DIA is a design agency with “an incessant quest for quality”, where process, reflection and strategy come before any aesthetic choice or fulfillment. DIA specializes in “kinetic identities and typographic systems” and while the integration of motion design into branding may be quite common now, when the studio first started, no one else was really handling the communications of DIA. type and brand that way.
This allowed the studio to become a pioneer in developing ways to use motion design that went beyond gimmicks and flashiness, instead of using it to transform typefaces, breathe life into identities and truly embody a brand.
“The majority of brand communications are now digital. A company’s Instagram feed is as important as an OOH media buy, so it was important for us to rethink our creative process when it came to creating a brand identity, ”says co-founder Mitch Paone. “Technical advances in brand communication force us to learn or create new techniques. Converting our traditional understanding of typography into these new worlds made a lot of sense. ”
With text and typography being the most important elements of a visual identity, this was the first area that Paone and her co-founder Meg Donohoe explored and experienced in this new context. “What has become so exciting about all of this is that we are essentially writing a new chapter in design history,” says Paone. “We were trained on fixed formats and grids, but now we work in completely immersive spaces, like AR and VR, which have no limits. The way typography works and behaves in these environments is a brave new world. ”