New Studio is a new concept studio currently comprising of 12 creatives from around the world, excelling in each of their individual disciplines. From Axel Peemoeller in New York to Klaus Stille in Hamburg, the international creative team can address any design brief with their collaborative breadth of knowledge. Axel Peemoeller, the initiator of New Studio explains that it consists of “no hierarchies and no boss”, he tells It’s Nice That. “We want to build something that is fair to everybody, that everybody can identify with and feel ownership of.” Each project is divided according to their percentage of contribution, ensuring a “fair and transparent” working ethos that can sustainably grow.
Together, New Studio is “shaping a creative environment which supports both the individual and the group”, explains Axel. From brand strategy to animation and video, the flexible studio can tackle any project because of its international network of expertise. Founded on the two basic principles of “vision and audacity”, the studio has already executed an impressive amount of projects under this newly-established concept.
“Most of the members of New Studio have been collaborating with each other for years”, explains Axel, “but we mostly did our own thing and only joined efforts when needed. To grow further we wanted to work together collectively and expand to be able to cater to more complex projects.” Uniquely, New Studio supports the individual creative just as much as it supports the collective group. And although many of the creatives have been collaborating for many years, only now is this teamwork explicitly credited under the name of New Studio.
In one project, for the Porto-based music collective XXIII, New Studio member Rita Matos provides brand strategy as well as a visual identity and poster design for the platform. With the intent to “promote fresh electronic sounds and Portuguese creativity”, the studio started off the work with a bold visual identity to reflect XXIII’s “boundary-pushing spirit.” The graphic mood builds on the sharply edited teaser trailer which was the first thing released by the music collective. Reflecting the impulsive electronic beat through punchy typography, New Studio carries out typography-centred designs across its social media to draw attention to XXIII as an upcoming platform.
Additionally, New Studio member Dimitris Papazoglou has designed a series of posters for the cultural festival Dimitria based on the characterful mosaics of Thessaloniki. The aesthetics for this project demonstrates a totally different style to XXIII and demonstrates the studio’s ability to offer varying services to its assorted clients. While the designs for XXIII evoke musical intensity, New Studio’s designs for Dimitria imply a completely different visual language that showcases New Studio’s versatility.
Due to the international status of the concept studio, Axel asserts how this ensures a “colourful diversity of different cultures and we get to go to different places for work.” While Skype plays a major roll in their communication, for larger projects, the studio members try to work together physically. The New-Yorker adds, “this means we can communicate easily and have more fun, which makes the process better and faster.”
About the Author
Jyni became a staff writer in March 2019 having previously joined the team as an editorial assistant in August 2018. She graduated from The Glasgow School of Art with a degree in Communication Design in 2017 and her previous roles include Glasgow Women’s Library designer in residence and The Glasgow School of Art’s Graduate Illustrator.