In their own words
Jo told me that she had always wanted to make a children’s book, and that she already had a rough draft!
Haein bridges retro and contemporary, and her intentional ambiguity leaves a lot up to the imagination, she trusts the reader to complete the story.
The tension and rhythm when setting the narrative of a print object have been our inspiration, while embracing the opportunities that technology brings.
The website is intended to be a digital experience that is comparable with that of a printed publication, but that utilises all possibilities provided on a screen – such as motion, sound, and animation.
Articles & interviews
- Midwife, Wha?! is the heartwarming picture book that’s letting kids in on life’s early beginnings
The article profiles 'Midwife, Wha?!', a children’s picture book designed by W—E Studio, written by midwife Jo Zasloff, and illustrated by Haein Kim. The book celebrates pregnancy and birth through inclusive storytelling and vibrant hand-drawn illustrations. It highlights the collaboration between designer Claudine Eriksson and her friend Jo Zasloff, aiming to fill a gap in children’s literature about midwifery.
- W-E Studio Creates Print-Like Digital Design for Aaino Magazine
W–E Studio collaborated with Decimal Studios to create a digital design system for Aaino, an online magazine founded by Kristin Müller. The project translates the tactility and rhythm of print into a digital experience using motion, sound, and animation. The identity employs Dinamo’s Arizona typeface and a flexible, gallery-like layout to evoke the elegance of print within a responsive web environment.
- W—E Studio and Decimal Launch Superior Magazine-Style Platform for Aaino
The Brand Identity features W—E studio and Decimal’s collaborative work on Aaino, a lyrical editorial platform founded by writer Kristin Müller. W—E studio developed the brand identity and visual language, while Decimal translated it into a poetic, interactive digital experience that mirrors the feel of a printed magazine. The project balances beauty and functionality through thoughtful motion, layout, and storytelling design.
- New Logo & Branding for Quad Cinema by Pentagram
BP&O’s article by Richard Baird reviews Pentagram’s rebrand of New York’s Quad Cinema, led by Paula Scher. The identity draws on cinematic motifs such as film sprockets and projection lighting, realized through a custom typeface, illuminated signage, and digital installations. The result integrates typography, architecture, and motion to reflect both the cinema’s legacy and its modern renovation.