Joshua Breidenbach on 10 years of Rice Studios and how they’re setting their sights on the future

A decade, as a landmark, is always accompanied by a period of reflection. In the case of Rice Studios, however, it was also accompanied by celebration in abundance. After all, the momentum hasn’t stopped – they’re just getting started. Reflecting on Rice’s 10th birthday, Executive Creative Director Joshua Breidenbach reveals the work it took for the Vietnam-based branding and design studio to get there, and how he and Co-founder Chí-An Benjamin De Leo have grown in that time, too. PT: Hi Joshua, congratulations on 10 years with Rice! How does it feel? JB: It feels amazing to be IN to the same energy we had at the beginning. Everything around us still buzzes with opportunity. The past couple of years have been unprecedentedly challenging, but we have been able to tap into that same original optimism. We’ve been able to lean into experience, understand mistakes, and create clearer objectives. We created space to imagine a new future. The decade mark comes with a reconnection to the drive that made Rice. We always wanted to be the best we could. With experience, we see now that being the ‘best’ is actually about being the ‘only,’ and we’re really digging into the power of that. What we wanted it to be in the beginning – a company with strong values, that exemplifies creativity, innovation and collaboration, is what we are getting better at every day. It is this spirit that has guided us through peaks and valleys, and it is what will continue to propel us. I am excited to see what the future holds, and I am proud to be a part of this incredible team.