Ahmad Bazazo, an architect and designer based in Beirut, approached me to assist in strategizing the ideal launch of a furniture collection he had been working on, planned as the studio’s comeback after two years of silence. Diving into the brand’s evolution and assets expanded the scope of the project into a full rebrand.

After gaining a thorough understanding of the brand, it became clear that the designer’s larger-than-life persona and ability to understand and connect with clients were the key ingredients to his success. For this reason, the first step of our mission was to transform the business from ‘Studio A’ to ‘Studio Bazazo’, putting the human behind the studio at the forefront. We crafted a novel identity, narrative, and positioning for the studio that better reflected the designer’s approach, with a focus on connections at every scale, from the intricate physical joinery in his creations to the connections they elicit with users. We transformed the studio into a brand inspired by grand moments in time, moments shared among comrades, not clients.