Semi:Formal

Semi:Formal is an award-winning multidisciplinary graphic design studio. We create dynamic solutions for brands, products, people, films, institutions, (& for fun). Design backed by strategy and fueled by play. For more info ✌🏽 www.semiformal.studio

I’m excited to announce that I’ll be speaking at this year’s Brand New Conference in Pittsburgh! @BNConf is a two-day event on corporate and brand identity by @UCllc with some of today’s most active and influential practitioners from around the world. October 23 – 24, 2025 in Pittsburgh, PA. In-person and remote access registration available. This one in particular is super cool to me. I’ve been a follower of Armin and Bryony’s design ventures (especially Brand New @brandnewbyucllc ) ever since I was a college student back in 2008. Their platforms are where I went for inspiration and how I kept a pulse on what’s good in the industry. And now — I’m excited to be on the OTHER side of the stage to drop some insight and inspiration for others ✌🏽. Drop that promo code for 10% off: BNC25-PAOLO #brandnew #bnconf2025 #bnconf

What a ride! A year and a half ago, we were invited by @lafayetteamerican / @scorpionrose.studio to team up as a Brand Design partner to help rebrand the @toledomuseum . Of course, it was an easy “yes”. We’re beyond excited to finally show off the dynamic work we created alongside LA and the TMA team – from a full brand identity system, motion graphics, and website design. The new TMA logo is a dynamic, multifaceted icon. A symbol of the continual reframing of the history of art. A symbol that evokes the dynamism of art’s emerging future. The letter “T” becomes a symbol for reflecting and celebrating diverse views. It reflects the museum’s architecture, but also – like toledo itself – keeps evolving, incorporating new voices and fresh perspectives. The “T” is drawn from the campus footprint, putting the museum in constant conversation with the ever-changing future of art. And paying homage to Toledo’s history as The City of Glass, the alchemy and symbolism of glass is infused with the identity and applications, from digital to across the campus. The “T” is an adaptive prism, absorbing and reflecting the artwork within view. A special thank you to @lafayetteamerican for the magical partnership. And thank you @toledomuseum for giving us the opportunity to lay the new foundation. We are excited to see where you take this new identity! 🔗 Full case study in our bio. 🏛️ TMA Client: @toledomuseum Museum Director: Adam Levine Director of Brand Strategy: Gary Gonya Graphic Design Manager: @mark_why_ Designer: @alykrajewski Marketing Manager: @cgp_fka__c LA 🦂🌹 Agency: @lafayetteamerican / @scorpionrose.studio Chief Creative Officer: @tobybarlowny Head of Design: @meggjj Lead Designer: @semiformal.studio / @paolo_catalla Senior Designer: @jonathonwolfer Designer: @ashahahahahahahahahaha Junior Designer: @ceciliahhong Copywriter/ACD: @armgraminsta Chief Strategy Officer: @harmonie_park Senior Account Supervisor: @justinmorley Associate Director, Project Manager: @vuanguyen Chief Innovation Officer: @benbator Senior UX Strategist: @_priyamaya 😡🏠 Web Development: @madhousecreative #toledo #toledomuseumofart #art

Seven years after helping bring @shewolfdetroit to life, Chef Anthony Lombardo came back to us to design the identity for his second baby: Medusa @medusa_detroit . Bringing Sicily to Detroit, the identity is rooted in the Trinacria — the ancient symbol of the island. From Medusa to Mount Etna to Colapesce, the mythology of Sicily unfolds throughout the dining experience. And if you haven’t dined in yet, what are you even doing? S:F Team @paolo_catalla , @elizabethdezeery , @itsamelia.xyz , @___madi.r , @mooodmoves , @juliandalatdesign Medusa Team @lombardoa82 , @thisisnatokay , @scott.overall , @javenservo , @bar_beasley Architect / Interior @patrickthompsondesign #medusa #detroit #sicily #design

Get yourself a partner who lets you match their ‘crazy.’ My Big Fat Shawarma let us flex our multidisciplinary design muscle through a holistic view of their brand — from a whole new look to packaging, digital, spatial, interior, motion, merch, print, and more — because strong brands happen when every touchpoint is connected. S:F Team @paolo_catalla , @elizabethdezeery @juliandalatdesign , @___madi.r , @mooodmoves MBFS Team @mybigfatshawarma , @alexjsawa , @brand_barr , @leithsawa Mascot Animation @nite.nat Photo & Video @hayden__scott , @bureaudetroit Architect @vividdesign.studio #mybigfatshawarma #eatbig #detroit #detroitdesign #shawarma #brandidentitydesign #graphicdesign #branding

🌿 At Kintsugi Village, we believe details matter — because people matter. We’re so thankful for our partnership with Semi:Formal, a small but mighty graphic design studio with a multidisciplinary range spanning strategy & research, creative direction, identity systems, development, animation, illustration, storytelling and environmental design. You’ve likely experienced their work without even realizing it — while dining at a favorite Detroit restaurant, watching a film or wandering through a museum. They’ve helped shape the design of our newsletter, refresh our website, create welcoming outdoor signage and develop thoughtful renderings that help us imagine what our spaces can become. Those visual renderings have guided decisions around spacing, flow and what’s ahead — allowing us to move forward with clarity and confidence. Their creativity helps our Village feel cohesive, intentional and aligned with who we are. It’s a joy to build alongside partners who care as much as we do. 🤍

Humans deserve safety and dignity. We’re redirecting all of our merch proceeds to organizations supporting immigrant families and initiatives. We have a handful of enamel pins and a very limited stock of our “Year One” hoodies still available (only mediums left, sorry!). Support if you can. 🔗 Link in bio #immigrantrights #humanrights

Back in October, I had the bucket-list honor of speaking at the 2025 Brand New Conference (@bnconf ) in Pittsburgh — a branding-focused design conference put together by @arminvit and @bryonygp of @brandnewbyucllc . I’ve been a long-time follower since college, so getting to be part of it felt like a wild full-circle moment. I talked about how strategy and design can’t exist without one another and how neither really breaks through without “play”. Especially now, with AI and tech moving so fast — play, curiosity, and risk are essential to making work that actually moves the craft forward. One funny thing about being a sole studio owner is that you’re at the top by default. When you’re up there, it’s tough to measure success when no one’s really telling you if you’re doing a good job or a shitty one. Being invited to speak, and having a room full of people genuinely interested in the journey, the work, and the process, was a nice moment of affirmation. ✌🏽 #playhardplayniceplayoften 📸: @sofianegron

Finally, someone brave enough to keep us in line. Meet S:F’s newest member — Project Operations Manager, Jenna Blackson @mooodmoves Jenna is a project manager, Grand Valley grad, and proud Detroit enthusiast who’s made a career out of turning creative chaos into organized success. Over the past decade, she’s worked with major brands like McDonald’s, Penn National Gaming, Amazon, Merrell, and Detroit Opera, to name a few. When she’s off the clock, you can find her brewing small-batch kombucha for her own brand, @marymaikombucha , going to see live music or playing her bass, or posted up at one of her favorite Detroit dives. Consider these projects MANAGED 🤘🏽.

CD&S Alumni Spotlight: Congratulations to Paolo Catalla (CD&S ’12) for speaking at this year’s Brand New Conference, a two-day event showcasing some of the most influential voices in brand and identity design from around the world. Paolo, Founder and Principal Creative of Semi:Formal, shared how his mantra “Play Hard, Play Nice, Play Often” became the foundation of his creative process, a strategy for staying bold, curious, and grounded while uncovering fresh ideas across disciplines. He reflected on projects dating back to his days as a CCS student, where he combined his love of creative coding, music, and typography, and highlighted recent studio work for the Toledo Museum of Art, Detroit Opera, Rathaus, Kids Like Us, and My B!gFat Shawarma, among others. Paolo also shared motion and UI design work featured in The Mill, a sci-fi film on Netflix. Semi:Formal is home to a talented team of fellow CD&S alumni, including Elizabeth DeZeery (’22), Madi Ritenburgh (’23), and Julian Dalat (’24). We’re proud to see our graduates shaping global conversations in creativity and design leadership. @ccs_cds @ccs_alumni_detroit @ccs_detroit @ccs_admissions @bnconf @semiformal.studio @ucllc @bnconf #communicationdesign #brandidentity #brandingdesign #graphicdesign #creativity #designleadership #typography #visualcommunication #interactiondesign #motiondesign #uiux #userexperiencedesign #uxdesign #digitaldesign #detroitdesign #ccsdetroit #collegeforcreativestudies #artschool #designschool #bnconf #semiformalstudio #ccsalumni #ccscreative

DRUMROLL, PLEASE! We’re so excited to finally unveil our logo for Marrow in The Market Our forthcoming Eastern Market location at 2442 Riopelle Street brings together everything we love under one historic roof: a retail butcher shop with visible craft in action, a large dining room serving elevated comfort classics inspired by French, English, and American traditions and designed for sharing, dual bars (The Butcher Bar on the main floor serving lunch and casual dinner, and City View Lounge on the second floor with skyline views), weekend brunch, Prime Rib Sunday dinners, Paella Monday nights, world-class private dining, workshops, events, and more. It’s our most expansive project to date, building on Eastern Market’s 100+ year meatpacking legacy to create a one-of-a-kind farm-to-table destination and community gathering place for Detroit, rooted in the same transparency, farmer relationships, and values you know from Marrow. Opening soon. We can’t wait to show you what we’ve built.

The wait is over! Puzzle Hungry: Umami Rush! is LIVE on Kickstarter RIGHT NOW! We are so excited to finally share our chaotic, competitive jigsaw puzzle game with the world and we’re endlessly grateful for everyone who has supported us during along the way.

Being one of our first backers is a HUGE help—it builds momentum and helps us spread the word. The link to back is in our bio! Let the dinner rush begin!!