In their own words
We had the same turnover throughout the pandemic, but we had no profit. And the reason is, we needed more people to be able to deliver the same amount of work... because we were working from home and productivity just tanked.
"Never doing shit work" became a founding principle.
Chill out and don't overreact. Delegate sooner. Let designers hear clients unfiltered.
The name we came up with is Zudo, a portmanteau of Zuidas and dorp.
'A village for Zuidas' explains the intent our client is bringing for this otherwise rather dry and intense business area.
It's not for you, Joy. It's for other women.
It's important to be relevant and genuine.
The pelican motif is modern, but is rooted in the history.
Blue was a real gift to the concept.
Articles & interviews
- Is there a productivity crisis in agencies we're not talking about?
The article by Tom May explores whether creative agencies are facing a hidden productivity crisis. Through insights from multiple studio founders and creative directors, it examines how hybrid work, rising complexity, and economic pressures have reshaped agency operations since 2020. The piece calls for an honest industry-wide discussion about evolving business models and expectations.
- 190. The Spark
Episode 190 of The Spark podcast from Creative Boom features Joy Nazzari of DNCO in a lively conversation with host Katy Cowan. The discussion touches on Joy’s creative inspirations, her love of street art, studio nostalgia, and the quirks of creative leadership. The episode offers a lighthearted glimpse into her personality and creative process.
- Joy Nazzari
The Creative Boom Podcast features Joy Nazzari, founder of DNCO, reflecting on 20 years of building a place branding studio. She discusses the studio’s growth, leadership transitions, and the realities of running a creative business post-pandemic. The conversation explores identity, ageing, gender, and the personal motivations behind her work in creating belonging through design.
- DNCO reimagines Amsterdam's Zuidas as 'Zudo': a new village identity for the city’s business district
DNCO has created a new identity for Amsterdam’s Zuidas district, rebranding it as ‘Zudo’ to reflect its transformation from a corporate hub into a livable, community-focused neighbourhood. The project features a bilingual tone of voice, a custom stencil typeface by Bold Decisions, and warm illustrations by Luis Mendo to convey a sense of local charm and inclusivity.
- "Creative Boom Podcast Season 10 Launches with Video Option"
Creative Boom announces the return of its podcast for Season 10, now available in video format for the first time. Hosted by Katy Cowan, the season features an impressive lineup of creative industry figures including Brian Collins, Pum Lefebure, and Jeff Staple, with sponsorship from paper manufacturer James Cropper. The new season emphasizes authentic conversations about creative careers and the evolving design landscape.
- Debating the Need to Drop Gendered Job Titles
Creative Boom’s Abbey Bamford explores whether the term 'female founder' still holds value in 2025. The article gathers perspectives from women leading design studios worldwide, revealing a divide between those who see the label as empowering visibility and those who view it as outdated or limiting. The discussion highlights broader issues of gendered language, representation, and equality in the creative industry.
- DNCO’s Patrick Eley on the studio’s celebratory rebrand, and the employee-driven process behind it
The Brand Identity interviews DNCO’s Creative Director Patrick Eley about the studio’s self-initiated rebrand following its transition to employee ownership. The conversation explores the motivations behind the name change, the internal process, and how the new identity reflects DNCO’s evolving ambitions and culture-focused mission. Eley discusses the challenges of branding one’s own studio and the collaborative, employee-driven approach that shaped the outcome.
- DNCO
The Brand Identity interviews DNCO founder Joy Nazzari about the studio’s evolution over its first decade and its focus on placemaking. The discussion covers DNCO’s approach to creating identities for places like St James’s, Fathom Architects, and Vinoteca, emphasizing authenticity, collaboration, and research-led design. Nazzari highlights the importance of genuine storytelling and restraint in design execution.