Gina Guasch Studio's designs are a vibrant, bold, and unapologetic statement of identity and activism. The studio's work is a testament to the power of authenticity and a unique perspective, challenging the status quo and pushing boundaries. With a small but dedicated team, GGS has carved out a niche in the design world, attracting clients who share their values and vision. This article delves into the studio's journey, its philosophy, and the impact of its work.
A Studio with a Unique Point of View
Gina Guasch's studio, GGS, is a beacon of authenticity in a world often driven by trends and superficial aesthetics. Founded on a feminist, ethical, and inclusive vision, the studio's point of view is genuine and hard to fake. This is evident in their work, which is empathetic, odd, and queer, reflecting the studio's core values. Gina's background in a creative household and their studies in graphic design have shaped their approach, but it is their intentional focus on building an inclusive team and a feminist, ethical vision that sets them apart.
A Diverse Client List and a Focus on Identity
GGS's client list is a diverse one, including household names like Nike, The New York Times, and Sony Music. However, their true passion lies in cultural, music, and activist projects that align with their values. Gina's work is characterized by an experimental, naive aesthetic, full of color and life, with a goal to go beyond trends and surface aesthetics. This is particularly evident in their flyers, which are among the most alive elements in their portfolio. Each flyer starts from a different place, reflecting the raw energy of ISAbella parties, the bold graphic density of CCCB club nights, and the expressive language of the Bershka Music x DICE visual system.
MARCIAS: A Queer Electronic Music Collective
MARCIAS, a queer electronic music collective co-founded by Gina, is a testament to the studio's commitment to identity and activism. Their flyers have been repeatedly flagged and removed on Instagram for going against the platform's guidelines, highlighting the collective's refusal to be palatable. Each MARCIAS flyer starts from a different approach, but all share the same intention: to build images with character that respond to the music and context, avoiding hegemonic or stereotypical solutions.
Branding Projects with Conviction
GGS's branding projects are equally compelling, showcasing the same conviction and unique perspective. SAPPHI, an identity for a queer dating app, uses fluid, movement-based forms to explore closeness and reciprocity between equals. OXI, a nightclub identity for a venue in Berlin, is built around the idea of plurality, combining digital and analogue references, bold evolving color, and custom typography. Good Girl Snacks, a Gen Z snack brand, gets a character-driven universe built around friendship and community, while MIRO, a guide for a Miró Foundation exhibition, uses sketchy, naive illustration and hand-drawn lettering to make the work feel like a playful invitation.
The Challenges of Running an Independent Studio
Running an independent studio comes with its challenges. Gina acknowledges the financial instability and the difficulty in competing with larger studios or agencies. However, the emotional reward and the satisfaction of reaching or exceeding goals every year keep them motivated. Being an openly queer studio has its advantages, attracting like-minded clients and providing a sense of affirmation. Yet, it also presents challenges in entering certain markets or working with clients who may view the studio as too radical.
The Future of Design
Gina sees the design world becoming increasingly polarized. Either it becomes more automatic and generic due to social media and short attention spans, or it becomes more author-driven, critical, and rooted in context, responding to the political moment. Gina is clear about her stance, firmly aligning with the second path, and GGS's work reflects this commitment. Their designs are a powerful statement of identity and activism, challenging the status quo and pushing boundaries, and their unique perspective and genuine point of view are a refreshing force in the design world.
