The studio
Every brand starts as an idea —ours is to give that ideaa face worth remembering.
We believe good design is never decorative. It’s decision-making made visible. So we start by understanding the business behind the brand — its audience, its ambition, its edge — and only then do we begin to draw. The result is identity systems that are simple enough to scale, distinctive enough to remember, and honest enough to last.
The founder
Yash Bhatnagar
Founder
[FOUNDER — first person, in Yash’s voice: where he worked, what he learned, why Artboard. ~120 words.]
Why 1.685
1.685
The golden ratio. Every lockup, margin and proportion in the identity derives from it.
The square O
An artboard. The blank canvas every brand starts on, set into the name itself.
2026
The year the studio committed its own rules to paper before asking anyone else to follow them.