In their own words
Every brand exists in motion by default today.
We wanted to visualise the impact of music and the pulse you feel in your body.
Motion becomes strategic, not decorative, when it defines how a brand behaves, not just how it looks.
Motion isn't optional; every brand today exists in motion by default.
It’s wild to see Lyon, which is a pretty traditional French city transformed like this.
We’re recreating the pulse of music and rhythm through typography and particles, almost as if you could see the sound emanating from the speakers.
Attendees wore the colour, dyed their hair, brought glow sticks, and so on, inadvertently making the community a participant in the identity itself.
Designers should avoid trends for their own sake and instead make decisions that are conceptually and strategically meaningful.
Monkey Type is not an extension of DIA Studio; it’s a different beast and that’s been very intentional.
The DIA brand is a container for our client work, while Monkey Type can be colourful and playful.
Articles & interviews
- Six powerful ways to make your next rebrand better
Creative Boom’s article by Tom May summarizes Frontify’s 2026 report 'Rebranding Redefined', which outlines six key strategies for modern rebranding. Drawing insights from studios like JKR, Buck, DIA, and Mozilla, it emphasizes living brand systems, meaningful use of type and color, sonic branding, flexibility, motion integration, and cultural relevance. The piece encourages designers to move beyond static assets and build adaptive, emotionally resonant brands.
- DIA Studio builds a generative tool that makes Nuits Sonores pulse
DIA Studio created a generative identity system for the 2025 edition of Nuits Sonores, a major electronic music festival in Lyon. The project centred on a custom tool simulating fluid dynamics to translate the physical sensation of sound into motion-based visuals, anchored by the MNKY Klaus typeface and a striking neon green palette. The identity extended across digital and physical applications, becoming a cultural phenomenon embraced by festivalgoers.
- How to do motion-first branding better
Creative Boom’s article by Tom May explores how motion-first branding has evolved from a decorative feature to a strategic foundation for modern brand systems. Featuring insights from DIA’s Mitch Paone and BUCK’s Simon Chong, the piece discusses how motion can define brand behaviour, ensure consistency, and bridge strategy with creative expression. The article also outlines best practices for building scalable motion systems and integrating behavioural logic into brand guidelines.
- DIA’s identity for an electronic festival mimics music with a typeface made of pulsating particles
DIA Studio created a pulsating, generative identity for the 2025 edition of Nuits Sonores, an electronic music festival in Lyon. The design uses a custom motion tool and the MNKY Klaus typeface to visualize sound through particle-based typography and neon green visuals. The identity extended across digital and physical touchpoints, engaging festivalgoers who adopted the color as part of the event experience.
- Branding Rebels: Frontify Explores New Fundamentals
The Brand Identity’s feature, written by Ritupriya Basu in collaboration with Frontify, explores how contemporary studios like DIA, Madalena Studio, and Block are redefining branding fundamentals through dynamic and flexible identity systems. The article examines projects such as DIA’s generative identity for smlXL, Madalena’s biologically grown logos for Crucible, and Block’s adaptable color system for PICA. It argues that flexibility in branding should be rooted in strategy and authenticity rather than trend-following.
- “The fonts should speak for themselves.” Monkey Type on launching as ‘an antidote to the type scene’
The article interviews DIA Studio’s founders, Mitch Paone and Meg Donohoe, about launching their independent type foundry, Monkey Type. They discuss the foundry’s playful identity, its separation from DIA, and the design of its new website developed with Lamm & Kirch and Maximillian Kiepe. The conversation explores their philosophy of approachable type design, motion integration, and the creative process behind their typefaces.
- “Every tiny detail is intentional.” DIA unpacks the intricate process behind Flodesk’s rebrand
The Brand Identity interviews DIA Studio’s Mitch Paone and Flodesk’s Rebecca Shostak about the year-long rebrand of the email marketing platform. The project, rooted in modernist principles and minimalism, includes a custom typeface collaboration with Optimo’s François Rappo and a motion system inspired by fluid transitions. The new identity reflects Flodesk’s philosophy of clean, healthful design and community-centered aesthetics.
- North Sea Jazz Festival by Studio Dumbar/DEPT
BP&O’s Richard Baird reviews Studio Dumbar/DEPT’s rebrand for the NN North Sea Jazz Festival, highlighting its dynamic, motion-driven identity that captures the rhythm and energy of live performance. The project uses custom-coded typography and spatial motion to create a fluid, wave-like system that reflects both sound and the festival’s coastal setting. Baird compares it to Collins’ San Francisco Symphony work, noting its structured yet expressive approach to motion branding.
- Mitch Paone on DIA's kinetic identity systems and relocation to Switzerland
The Brand Identity interviews DIA co-founder Mitch Paone about the studio’s kinetic approach to branding, their new website designed by Bänziger Hug, and their relocation to Switzerland. Paone discusses DIA’s motion-based design philosophy, recent projects for clients like Squarespace and Adidas, and his new teaching roles at ECAL and HEAD – Genève.
- DIA
The Brand Identity interviews DIA’s Creative Director Mitch Paone about the studio’s philosophy, process, and notable projects including Life or Death, Le Mise, and Parallel Projects. Paone discusses DIA’s collaborative culture, concept-driven approach, and the thinking behind their Input/Output website. The conversation highlights DIA’s balance between corporate branding and experimental design rooted in modernist influences.