Niceshit rebranding

Niceshit is a Barcelona-based animation studio. For their tenth anniversary, they asked Ufficio to redesign their visual identity. Their design pairs Onlysans by Daria Cohen (distributed by Contemporary Type) and Niceshit Non-Regular, a custom typeface designed by Fer Cozzi.

From Ufficio’s portfolio website:

From the start, we understood their work needed no extra visual layer. What we wanted to amplify was their voice. Our goal was to capture two things that were central to their work method: the collaborative team and the off-screen ideas where every project is born.

So we proposed building a custom typeface from the handwritten alphabets of all three founders: a flexible system with multiple variables per character, designed to work across different contexts and scales without losing identity.

The direction made us completely rethink the process. It was our first time designing a typeface, and we were doing it in the most unorthodox way possible. With no visual references, we let the conceptual bet guide every decision. Doing what’s easy to say and hard to actually do: designing from the idea.

The Niceshit Non-Regular was then paired with a more stable sans serif of equal weight and spirit, one representing process, the other delivery. The logotype and phonogram ‘nsh’ came later as a synthesis and timeless symbols of the brand.

Graphic design and web design by Ufficio (Crista Bernasconi, Sofía Noceti, Luis Cruz) under management of Luna Nuñez. The website was developed by Juan Pinkus.