SMLXL is a full-service design company based in New York and Barcelona. From a large-scale visual identity system for a sports event to a small bookstore, from a cover for The New York Times Magazine to Seth Rogen’s Houseplant home goods packaging line, they create projects that influence contemporary visual culture and provide meaning for brands and individuals.

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SMLXL is a full-service design company based in New York and Barcelona focused on branding, packaging, digital and editorial illustration.

Pablo Delcan is a graphic designer and art director originally from the island of Menorca in Spain, who has made a significant impact in the world of graphic design and visual arts. He is a visual contributor to The New York Times. His acclaimed Prompt-Brush 1.0 Book responds to the rise of AI-generated imagery with a human-centered, illustrated collection of humorous and poignant ideas inspired by public text prompts.

Pablo Delcan is a graphic designer and art director who has made a significant impact in the world of graphic design and visual arts. Friends of Decimal is a space where inspiring, creative minds come together to exchange insights on both work and life.

Nothing Boring is the AI playground of photographer Henry Hargreaves—where creativity runs wild and nothing is off-limits. Henry transforms unconventional ideas into unexpected, unforgettable experiences. Harnessing the playful power of AI, he crafts campaigns and content that spark curiosity and stand out in a world crowded with sameness.

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Nothing Boring is the AI playground of photographer Henry Hargreaves—where creativity runs wild and nothing is off-limits. Friends of Decimal is a space where inspiring, creative minds come together to exchange insights on both work and life.

Henry

Khyati Trehan is a prolific graphic designer and visual artist. Alongside her full-time role at Google Creative Lab, her experimental practice spans multiple disciplines, including 3D, motion, storytelling, illustration, code, and AI. 

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Khyati Trehan is a designer at Google Creative Lab. Friends of Decimal is a space where inspiring, creative minds come together to exchange insights on both work and life.

Friends of Decimal - Khyati Trehan

PORTO ROCHA is a New York-based agency uniting strategy and design to make work that evolves with the world we live in. Design Lead Nathan Fyock discussed how they craft branding systems, products and experiences that seek to provoke meaningful change.

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PORTO ROCHA is a New York-based agency uniting strategy and design to make work that evolves with the world we live in. Friends of Decimal is a space for creative, inspiring people to share their insights on work and life.

Porto Rocha

STUDIO WAN is the practice of London based designer and creative director Tim Wan, who works across art, culture, fashion and lifestyle. Rooted in research and storytelling, the studio creates thoughtful, flexible design systems that balance clarity, craft, and collaboration. With a deliberately nimble structure, the studio focuses on meaningful work, long-term impact, and building strong partnerships with like-minded people.

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STUDIO WAN is the practice of London based designer and creative director Tim Wan, who works across art, culture, fashion and lifestyle. Friends of Decimal is a space for creative, inspiring people to share their insights on work and life.

STUDIO WAN x Friends of Decimal

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HIRUKI is a London-based design house specialised in concept-driven design, art direction & identity systems. Their name is derived from the Basque word for triangle, a symbol that represents how a small collaborative group of makers can create exceptional work on a global scale.

Julen Saenz, creative director and founder of HIRUKI, takes us through his career journey, sharing insights gathered throughout his experience in design and creative direction, alongside a retrospective of selected projects that shaped his approach before founding HIRUKI.

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HIRUKI is a London-based design house specialised in concept-driven design, art direction & identity systems. Friends of Decimal is a space for creative, inspiring people to share their insights on work and life.

Julen_Saenz

Kiki Müller is a law graduate turned writer and fashion stylist from Zurich. After a decade with one of Switzerland’s leading publishing houses, she decided to call it quits and venture out on her own. Her platform Aaino was created as a niche platform for all things fashion, art, design, and travel—and as Kiki’s attempt to translate the thoughtfulness of the printed page to the digital space.

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Eva Sánchez is an Interactive Designer from Tenerife, based in Barcelona. With a background in graphic design, she is passionate about typography, motion, and web-based animations. Her work has been recognized by Awwwards, FWA, and ADCE. She has collaborated with studios like Porto Rocha, Rebeka Arce, and Replica, crafting digital experiences for brands such as Meta, Google, and Feeld.co.

Eva serves as a jury member at Awwwards and teaches at Elisava. She regularly participates in conferences at design events and festivals such as Latent Fest in Barcelona and the Awwwards Conference Design Leaders in Valencia.

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Eva Sánchez is an Interactive Designer based in Barcelona and working globally. Friends of Decimal is a space for creative, inspiring people to share their insights on work and life.

Eva Sánchez x Friends of Decimal

Eva_Sanchez

monopo new york is a Tokyo-born, women-led creative studio specializing in visual identities, activation and storytelling for culturally-driven brands. With creatives in Paris, London, and Tokyo. monopo bridges East and West with the belief that different perspectives = better ideas.

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A queer creative from Puerto Rico, Carlos Oliveras Colom pushes the boundaries of lettering to create an impact while embracing a spirit of play. A designer by day, he has worked with brands including Apple, Snapchat, Plenty, and Docker. An artist by night, Don Carrrlos has collaborated with Amazon Music, Adobe, the LA Times, Wired, and Saxx Underwear, among others. He is based in New York.

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Since February 2022, Federico — a freelance photojournalist with SIPA PRESS — has reported from conflict zones in Ukraine. This work, produced during extended stays, has been published in El Pais and other media. Federico continues documenting long term projects in the war.

For two years, Olga has partnered with Federico to develop these stories. An independent creator, editor, and teacher, she has worked for Dutch photography institutions including Melkweg Expo, Paradox, Museum Hilversum, and Zilveren Camera. Olga is currently Story Curator at FOTODOK.

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Daniel Guix and Marc Ferrer comprise this Paris and Brussels-based creative duo. Both founders have a background in graphic design and they conceive images, spaces, campaigns, objects, and films with a focus on contemporary art, fashion, and culture.

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Founded by Donelle Kosch and Rachitha Seneviratne, this full-service strategic sound consultancy helps brands resonate with their audiences and cultures through music and sound. They offer creative, technical, and administrative expertise for everything sound and music-related, scaled across projects big and small.

Javier, working under the moniker Xtraño, is a Cuban-born artist and designer. His work incorporates a mix of multiple mediums, including photography, 3D renderings, painting, and video.

Friends of Decimal – Xtraño

Piera Wolf and Claudine Eriksson head this multidisciplinary graphic design studio, based between Zürich and New York. They specialize in developing unique and purposeful visual languages for clients within (but not limited to) the fields of art, architecture, fashion, music, culture, and design. 

An independent motion design director, Gerard has brought his talents to the most respected global design studios, including 2x4, Porto Rocha, Pentagram, and Base Design. He also teaches motion design at multiple design schools in Barcelona, where he is based.

Arsh is a graphic designer, illustrator and art director based in New York City. With a background in editorial design, she specializes in work that is colorful, bright, and bold. Select past clients include Bon Appétit, The New York Times, and The Atlantic. Arsh is currently Global Creative Lead at Christie's.

Tim is a German designer, writer, creative technologist, and educator based in Barcelona. After teaching creative coding at universities, he founded trcc, a community and online learning platform, where he shares his knowledge with students eager to bridge the gap between creativity and technology.

A designer based in France, Ben focuses on music, editorial, and branding projects. His work includes iconic record covers for Grizzly Bear, Fleet Foxes, Beirut, and Hercules & Love Affaire, as well as podcast covers for The New York Times. Ben is also the Co-Founder and Creative Director of Buds Digest, a culture magazine for queer stoners.

Alvaro is a New York-based illustrator and art director. His funny and unexpected style has led him to commission work for The New York Times, Wire Magazine, Time magazine, Newsweek, Showtime, and many more. 

A graphic designer and Art Director based in Madrid, Victor develops an eclectic visual language that explores the relationship between the physical and digital performance of visual art. His work is focused on campaigns, visual identity, editorial, digital, and animation.

A designer, artist, and entrepreneur, Joe partnered with product designer Kaiwei Tang to found Light, a phone designed to be used as little as possible. With its minimalist design, Light offers an alternative to the monopolies occupying our time and attention and promotes an intentional relationship with technology.

Ruxandra worked in editorial graphic design until 2019, when she became increasingly interested in how colors can create atmospheres in a range of contexts, including graphic design, art, and architecture. She shares her research on color through her writing and uses this knowledge as a contractor at Google NYC.

A space for creative, inspiring people to share their insights on work and life.

Friends of Decimal.

Zero Studios is an independent creative studio building breakthrough brands and the worlds they live in. Founded in 2017, Zero brings brand strategy, identity, packaging, digital, content, social, and marketing together under one roof - creating cohesive experiences across every place a consumer meets a brand.

With studios in New York, Milwaukee, and Los Angeles, Zero has built a standout track record in CPG and consumer brands, partnering with companies including Poppi, Goodles, LaCroix, and PepsiCo. Now celebrating its 10th year, the studio remains driven by a culture of Punk Peace: questioning convention, taking creative risks, collaborating without ego, having fun and making work that works.

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Zero is a digitally-native branding agency with offices in New York and Milwaukee. They specialize in building brands and digital experiences.

A space for creative, inspiring people to share their insights on work and life.

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