Gina Guasch Studio's designs are a vibrant, bold, and unapologetic statement of identity and activism. The studio's unique approach to branding and design is a testament to its founder's background and values. With a team drawn from the queer community and a feminist, ethical vision at its core, GGS is a force for positive change in the design world.
Guasch's personal journey and upbringing in a creative household in Barcelona have shaped her approach to design. She describes her work as "empathetic, odd, and queer," reflecting her desire to go beyond trends and surface aesthetics. Instead, she aims for something more activist, critical, and identity-driven, using an analogue, experimental, and naive aesthetic that is "full of color and life."
This philosophy is evident in the studio's diverse portfolio. The flyers, for instance, are a standout element, showcasing a raw, energetic style that challenges Instagram guidelines. Each flyer is a unique expression, starting from different places and sharing the same intention: to create images with character that respond to the music and context, avoiding hegemonic or stereotypical solutions.
The branding projects also demonstrate this commitment to authenticity and identity. SAPPHI, a queer dating app identity, uses fluid, movement-based forms to explore closeness and reciprocity between equals. OXI, a nightclub identity, embraces plurality with a flexible system that combines digital and analogue references, bold evolving colors, and custom typography. Good Girl Snacks, a Gen Z snack brand, gets a character-driven universe built around friendship and community.
Gina's personal perspective on running the studio is one of both rewards and challenges. While it is "very rewarding" to have a team and see goals exceeded, it is also "hard to be financially stable and to compete with bigger studios or agencies." Being an openly queer studio has its benefits, attracting like-minded clients, but it also presents challenges in entering certain markets or working with certain clients who may see the studio as too radical.
Looking ahead, Guasch sees design becoming increasingly polarised. She predicts a shift towards either more automatic and generic designs due to social media and short attention spans, or more author-driven, critical, and context-rooted designs as a response to the political moment. She is clear in her stance, stating that she stands with the latter path, and GGS's work aligns perfectly with this vision.
In conclusion, Gina Guasch Studio's designs are a powerful expression of identity, activism, and authenticity. The studio's unique approach to branding and design is a testament to its founder's values and vision, and its impact on the industry is undeniable.
