How Studio Dial turns tactile generative experiments into brand tools

Studio Dial bridges physical craft and digital tools to make identities, campaigns and experimental websites, working as a small, collaborative team that treats code as a tactile medium. The London-based practice draws on both sides of founder Natalia Witwicka’s experience, including branding at Pentagram and global AI campaigns with Google Creative Lab and DeepMind. In this interview, we talk about how freelancing led to starting the studio faster than she anticipated, how the team lets mistakes bring a human quality into digital work, why she is drawn to designers with unconventional portfolios that sit on the margins of traditional design, and what it means to run a female-led practice. TBI: Hi Natalia, how are things? NW: Thanks so much for having me! It’s been great, I really enjoy London around this time of year, and we’ve got some very cool projects coming up that we’re excited to share. Always busy, but better to be busy at midnight than free at noon.