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    “Go, go, go”: how DIA messed with design theory, only to improve it

    Moving. This one word sums up everything New York-based design studio DIA embodies. Movement is in the neoteric, kinetic identity systems it creates and the processes it uses to construct them. Moving forward is in the ethos that drives its leaders Mitch Paone and Meg Donohoe to redefine with graphic design is. DIA is always moving and, in turn, its solidified itself as the master of typography in flux. It’s a studio which messes with design theory only to improve it, leaving the rest of us scrambling to catch up. Despite a somewhat-earnest façade, DIA is a studio built upon the interpersonal relationships it harbours, particularly between Mitch, founder and creative director, and Meg, managing partner. “We are on the same page with just about everything,” Mitch explains, “Same taste in design, art, food, architecture, vacations.” This “universal compatibility,” as he describes it, feeds through everything they do, in or outside of work, forming the basis of their collaboration. “Most importantly,” he continues, “there is a balance of our mindsets. Meg steers the ship with a long-term vision, whereas I am very much immersed in immediate creative tasks.”

    Ruby Boddington
Ruby Boddington

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