Softer Digital Futures: London 2025 brought together artists, designers, and thinkers to imagine regenerative, nature-inspired approaches to technology. Held at The Art House in Hackney, the event featured panels, performances, an exhibition, and immersive design spaces.

This year’s visual identity, created by Lucy Harmony Grimes, played a central role – merging digital and organic aesthetics in a bold, soft-femme-tech style. Through swirling textures, butterfly motifs, and a palette of pinks, flowers, and bubbles, the identity challenged the tech industry’s typical hard-edged minimalism. They used a combo of soft sans serif and rounded pixel fonts. Among them, Raum by Justin Sloane, Acid Grotesk by Folch, and what looks like a modified setting of Lineto’s LL Moonbase, featuring its alternate e.

Raum introduced inktrap-dented letterforms that added a tactile, humanized feel to the branding. It extended across physical and digital formats, including merch, and signage, shaping the atmosphere of the event. The result was a cohesive, expressive design ecosystem that echoed the conference’s themes of ecological intelligence, more-than-human design, and digital softness.

Tattoox is a Barcelona-based startup that aims to democratize tattoo culture while building the largest tattoo community. The branding was handled by three independent design studios – Morbo, THRU, and Vagrant – that came together and developed the new brand.

Tattoox’s identity redesign revolves on the idea of ‘shedding light on tattoos’, presenting this art form in a modern and accessible way. The new identity is versatile and flexible, allowing all tattoo styles to feel at home in it, while deliberately moving away from traditional clichés. A dynamic ink treatment for typography – using Acid Grotesk from Folch as the main typeface, supported by Tobias from Displaay Type Foundry – and spatial layered animations evoke the experience of tattooing and learning the craft, adding both visual depth and relevance to the brand. This approach not only modernizes Tattoox, but also underscores its mission to make tattooing approachable to a broader audience, creating a central hub for all tattoo enthusiasts.

We optimized the existing toolkit while also introducing and amplifying new elements that supported the vibrancy of the community. Based on this idea, we transitioned Tattoox’s identity into a digital-first, animated space, filled with motion and depth that adds life to the brand. The identity now embodies both the technical artistry and the dynamic energy of the tattoo world, ensuring Tattoox is well-positioned for the future as the community continues to grow and evolve.

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Driven by critical thinking and constant dedication, I've had the opportunity to shape my path across diverse sectors, including education, culture, technology, and banking. I am adaptable, seamlessly integrating or leading multidisciplinary design teams, whether building from scratch or revitalizing existing ones. I collaborate to understand needs, solve problems, and drive design initiatives.

I chose Acid Grotesk for my personal brand refresh to align with my goals of simplicity, readability, and contrast. This typeface combines beautifully with large headlines, enhancing the clarity and impact of the message. The unique details in the ascenders and descenders add character, helping to create a distinctive and memorable identity for the site.

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Project thumbnails

Project (Detail)

Project (Detail)

Pixelarte Studio developed a visual branding system for Sales Layer, one of the leading global PIM (Product Information Management) companies. With this rebranding, Sales Layer aspires to “bring the visual universe of the most widely used software by product marketing professionals to the main digital channels”.

Chevron Parquet is a renowned Swedish wooden flooring specialist, and a family business. “With a deep-rooted passion for wood, we produce high-end wooden floors based on our desire to embrace and show the real strength of fine craftmanship.”

For their rebranding, Studio Nineties designed a minimal and clean visual identity, centred around the natural wood tones and textures. The brand typeface is Bastardo Grotesk, also used for the logo. On the website, all typography uses Acid Grotesk and FH Ronaldson Condensed.

Identity design for The RouteBook, a luxury travel agency that seeks to create unique stories for their clients.

Through the design we seek to convey the company’s own values. The logo is based on Sainte Colombe, mechanically condensed and with a modified R and K and modified serifs. [It’s Krylon with a modified K, see comments]. Information is set in Acid Grotesk and selected headlines use Sainte Colombe. The new logo was introduced on social media in June 2023.

Savvy (Sebastian Patiño) designed the identity for the sixth edition of Index Art Book Fair at Galeria Kurimanzutto in Mexico City: social media, signs, posters, badges, booklets, and tote bags. The illustrations are by Jesh Martin.

The typography uses Serial C (Thin, Regular, Bold) by Dum Dum Studio. The Folio-like grotesk with inktraps for the logo and the sans serif used for body copy are yet to be identified. [Edit: it’s a customized Acid Grotesk, see comments.]

Pablo Farias is a luthier specialized in the handcrafted creation of violins, violas, and cellos.

For him we developed a website that could show both his creations and his working method thanks to a minimalist design. Through an alternation of black and white with colors, we were able to highlight the heart of his work.


The fonts used represent the transformation that takes place from the raw material to the finished instrument – elegant and exciting.

We used Ayer by Miguel Reyes and Acid Grotesk by Folch.