Ari Pandu

Ari has been designing long enough to trust his instincts, and he has been right often enough that the rest of us trust them too. Hand him an identity system, a publication or a campaign and he finds the through line fast, then knows when to stop. That last part is rarer than it sounds. Plenty of designers can start something. Fewer can look at a piece of work and say, that is it, it is done. What we like most about working with him is how freely he shares it. Most of what the younger designers here know, they picked up sitting beside him, because he explains the thinking rather than just fixing the file. Ask him a question and you get the reasoning, not the shortcut. His work tends to outlast the project. Clients come back a couple of years later and the system is still standing, still looking like every part of it was chosen on purpose.