STYX branding

STYX is the first holistic internal product branding project of Studio DAD. It’s also a complete fabrication.

In early 2022, DAD undertook a multi-month creative endeavor entitled Polished Pollution. The aim is to explore the intersection of design, climate change and business via a series of projects inspired by the disused aspect of the human world: trash.

Can a brand be built on essentially meaningless detritus? Can meaning and depth be constructed from nothing? If a brand can be created from literal trash, what does that say about the disposability of modern design? Furthermore, what is the implication of a world filled with branded items created to be disposed of? These are the questions DAD will explore throughout Polished Pollution.

STYX, the first such project, saw its genesis as a pile of used matchsticks next to a candle on DAD partner, Peter Dean’s desk.

The identity system began as a crowdsourced creative brief. The DAD Brand Diorama Survey was shared via social channels and populated exclusively by Studio DAD’s followers. The development of the identity system was similarly public, with each step, from concept to the final identity system executions, being shared as created.

Studio DAD is the creative practice of Peter Dean and Tess Donohoe. We create graphic design, writing, illustration, music and motion pieces for identity systems, campaigns and experiences. We have offices in Portland, OR; Seattle, WA; and Copenhagen, Denmark.