Aron Fay
Founder · Creative Director
In their own words
Today’s brands need a variety of different approaches which allow them to create fresh and exciting ways of communicating.
Generative tools should empower the client.
Any generator or tool we build, solely exists to make creation user-friendly.
We make a clear point to differentiate between today and tomorrow.
It’s a simple idea: 1+1=3.
If you can think it and put a ruleset behind it, we can achieve it.
Harmonic is a software platform that indexes data within the start-up ecosystem, so it was important to us that the look and feel of Harmonic’s new identity felt at home within the world of start-ups.
With this in mind, Beausite Classic was chosen as the core typeface.
Systems for brands that can work across a wide range of different use cases as they, the world, and their industries evolve over time is extremely important.
Articles & interviews
- Exploring Foolproof Flexible Branding Systems with Frontify
The Brand Identity’s article, written by Poppy Thaxter, explores how studios like FAY, DesignStudio, and Dinamo Typefaces are using generative tools and variable fonts to create flexible, dynamic brand systems. Through case studies with clients such as Lobe, Wu Tsai Institute, and Ubisoft+, the piece highlights how technology empowers clients to co-create assets while maintaining brand consistency. The discussion, part of The Shift series with Frontify, underscores the balance between creative freedom and systematic control in modern branding.
- “There’s no rulebook, only what you dream up.” We explore the futuristic, tech-focused world of FAY
The Brand Identity interviews Aron Fay, founder of Brooklyn-based studio FAY, about the studio’s fusion of design and technology. Fay discusses the team’s approach to creating future-forward brand identities and generative tools, highlighting their work for Lobe, a spatial sound studio in Vancouver. The conversation explores how FAY integrates creative technology into branding to produce immersive, evolving experiences.
- Designing for data: FAY’s identity for Harmonic brings welcoming warmth to start-up technicality
The Brand Identity features Brooklyn-based studio FAY’s rebrand for software platform Harmonic, which indexes data for start-ups. The new identity combines technical precision with warmth, using Beausite Classic type, neon hues, and geometric motifs to balance approachability and rigor. Creative Director Aron Fay emphasizes flexibility and consistency across advertising and product interfaces.