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Design Dept's Ali Martín Filsoof on building brands with substance and simplicity

Creative Boom

The Los Angeles-based studio has quietly carved a space for brand identities that balance radical simplicity with cultural depth, drawing on Ali's own richly layered upbringing and global mindset. What unique brand truth can we claim as our own?" Ali's journey began far from LA. What tropes should we avoid? Ali explains.

Branding 329
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The best new typefaces for January 2025 from leading foundries and designers

Creative Boom

SLTF Bergamot Grotesk by Silverstag Type Foundry A bold statement in uppercase elegance, SLTF Bergamot Grotesk draws from Art Deco's geometric sophistication. Its nine weights, from Thin to Black, along with more than 70 custom ligatures, make it a standout choice for luxury branding, editorial layouts and digital campaigns.

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'Storytelling and emotional connection matter more than aesthetics,' says illustrator Fangfang Han

Creative Boom

Originally from Hefei in eastern China, Fangfang relocated to London, studied illustration at the Kingston College of Art, and graduated this year. Growing up, I was surrounded by traditional arts and crafts – calligraphy, embroidery, paper cutting, and ceramics. My family also played a big role.

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Fellow Studio crafts brand identity and immersive narrative for Holiday Best

Creative Boom

Despite the competition in the travel industry, many of the big players are seen as unreliable and untrustworthy. London agency Fellow Studio explain how they collaborated on developing this new brand. So, there's definitely room in the market to build a brand people can trust.

Branding 448
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The 25 creative studios inspiring us the most in 2025

Creative Boom

For instance, their recent bold new identity for the São Paulo art museum MASP nods to Brazilian modernist design traditions while reimagining them for a contemporary audience. The studio had an exceptional start to 2025 by collaborating with Roblox on a brand new design system. As Simon explains: "It's not a shop window.

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Hotlist 2025: the 25 most popular design studios, as voted for by their peers

Creative Boom

Paula Scher , Michael Bierut, Marina Willer, Samar Maakaroun, Eddie Opara and others have led some of the most iconic branding and design projects of our time, and it's ultimately Pentagram's ability to evolve while maintaining high standards of creativity that's led them to top our list.

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The 20 illustrators inspiring us the most in 2025

Creative Boom

In our recent Creative Boom survey, we gathered votes from hundreds of illustrators, art directors and industry insiders to spotlight the artists making waves in this challenging climate. Lauren Hom Lauren Hom is a designer and lettering artist with a knack for marketing who loves helping creatives and brands get more eyes on their work.