DSGN – Human Interface
While the world teaches machines to create, we rebuilt the studio around the people who already do.
For once, the client was us. For years, DSGN had been known as a web studio, a definition that became smaller as the studio became more complete. Brand, web, social and film had grown into distinct disciplines, each led by specialists who put their name behind the work.
The rebrand was our way of making that visible. We rebuilt the identity around one conviction: in a market racing to automate creativity, people are still the part that cannot be replicated.
Human by choice. Recognised for it with two Red Dot Design Awards in 2026.
services
Brand Identity
Web Design
Movie Campaign
client
DSGN®
year
2025 – 2026
Direction
Alex Cardì
Elena Rinaldi
category
Brand System
Web Design
Team
Alex Cardì, Elena Rinaldi, Sara Ferrini, Manila Lombardi,
Lucrezia Pancaldi, Studio Wipeout
From web house to creative studio.
The old name told a true story that had grown too small.
DSGN builds websites, but it also shapes brands, directs films, defines voices and runs the communication that keeps them alive. We were not looking for a fresher logo, but for a more honest definition of the studio we had become: specialists in different disciplines, each bringing their own expertise to the same project.
So the work began with who we are, not with how we wanted to look.
A square, and the flow inside it
The identity is built on two opposing forces: a form that holds, and a material that never stands still.
We took the most essential shape we could find, a square, and let it stand for what the studio is: a space that holds creativity, meaning and collaboration. From it we cut the four letters of the name, and every softened corner became a gesture of the creative process, the point where a rigid grid is worked by hand into something with character. Against that structure runs liquid metal, the visual expression of the studio’s creative flow, fluid and reflective, never setting the same way twice. Black anchors it all. Order and instinct, held in one system, precise enough to be recognisable and warm enough to feel made by someone.
Human by choice. While the world hands creativity to the machine, we slowed down and invested in the people who make ours.
Artificial intelligence is very good at producing the expected. It averages, smooths and flattens brand, communication and web into a recognisable sameness. We move in the opposite direction.
Everything we make comes from years of study and practice, from hands that know their craft and eyes that do not always agree. We are human, each in our own way, with instincts, strengths and imperfections no model can reproduce in quite the same combination.
That friction is not something to correct. It is what gives the work character, and what makes it difficult to imitate.
Human Interface puts the people behind the work on screen. In a world built to automate, the human hand is the one thing that breaks the pattern.
Between a brand and the world there is always an interface. Ours is human.
THE SYSTEM IN THE OPEN
An identity is only worth what it does out loud.
So the rebrand went straight to the places where people actually meet the studio. On Instagram, the feed became a living gallery, moving between metal, pattern and portrait without losing its identity. The website brought everything together as the studio’s digital flagship, while the system moved into the physical world through cards, posters, station takeovers and portraits of the people behind each discipline.
Liquid metal runs through it all, on screen, on paper and across the city.
Two Red Dot Design Awards for one new identity.
Two distinctions: one for Brand Design & Identity, one for Website Design, both for a project we made for ourselves. Recognition from an international jury for a studio that chose to put people, craft and individuality at the centre of its work.
We take it as a quiet confirmation: keeping the work human is not a step back. It is part of what makes it stand out.
