Natalia Witwicka
Q What do you do?
“I build brand systems that are part strategy, part experiment.”
By mixing tactile, manual techniques with generative tools, I create visual identities that feel alive and adaptable.
I operate like a micro-studio where I either dive in solo or with a hand-picked team of freelance friends to tackle bigger briefs. To me, a brand is always an intelligent system that stays consistent without ever getting boring.
Some of my past collaborators include Google DeepMind, It’s Nice That, Monc Eyewear, Veyou, and Noomalooma.
Q What steps did you take to get to where you are now?
I’ve spent my time moving between the worlds of culture and tech. I started out at Pentagram, where I learned so much about branding while working with Marina Willer’s team on identities for places like the Young V&A and the Natural History Museum.
Later I worked with Google Creative Lab, which really opened me up to the tech side of things; from global campaigns to playing around with AI experiments. Navigating those two very different worlds eventually led me to go out on my own. I’m currently working toward a full studio launch, trying to balance foundational design thinking with more experimental, generative tools.
Q How do you stand out in your field?
I started out making things in a more fine art fashion (painting, ink, collage, and printmaking etc), and I’ve always loved that bit of "handmade chaos." Later on, generative tools and custom code became a new way for me to tap into that same experimental energy.
Instead of making static logos, I build brand systems that scale and evolve using custom tools. By weaving tactile textures into digital setups, I keep things from feeling too cold or stagnant. It’s a way to keep the work feeling disruptive and eye-catching without losing that human touch.
Q What are you working on right now?
I'm building a brand identity for a new AI gallery for a tech giant, a new editorial identity for It's Nice That and a brand for an AI insurance startup.
Q What’s your style?
You can see my work at nataliawitwicka.com. I love colour, typography, and all things generative. For me 'generative' doesn't mean AI – it means building custom tools that introduce a touch of the unexpected. It’s a process that allows the work to constantly evolve, making digital design feel more human and joyful.
Q Out of all your slashies, which one do you wish you could do more often?
I'd like to work more in culture, entertainment and tech.
Q What is frustrating you right now?
Admin work takes up a lot of my time, which could be better spent actually designing.
Q What do you wish you could have told yourself, when, and why?
Listen to your gut, be brave and set your goals high. I have always struggled with imposter syndrome and couldn't have imagined collaborating with the caliber of companies I've had the privilege to work with since. Taking on those opportunities often felt like being thrown into the deep end, but you quickly learn to adapt. I've found that setting ambitious goals is the ultimate key to staying motivated, no matter what challenges come your way.
Q What kind of opportunities/projects are you looking for?
Branding!
Q Describe your ideal job/client/collaboration.
To me the most successful collaborations come down to great communication and a brief that balances clarity with open-ended creativity. I gravitate towards cultural and tech-focused projects, but I honestly believe any project can be fun and engaging with the right mindset. I view design as a problem-solving discipline first and foremost, and my absolute favourite part of the job is learning the ins and outs of each new field I design for.
Q: What is your rate?
I’m always happy to provide a tailored quote once I know a bit more about what you’re looking for—feel free to reach out at info@nataliawitwicka.com.
Q How should someone approach you about working together?
You can reach me at info@nataliawitwicka.com or on instagram.
Q Who is a creative you admire?
I owe a lot to Marina Willer and my mentor Cleber de Campos; working with them at Pentagram really shaped how I see design.
I love the work coming out of studios like Porto Rocha, Nari, Mouthwash, Dumbar.
Q Oh! and… how do you stay creative?
I try to be present in the moment and look for inspiration in simple things around me – could be anything from road markings, aquariums, leaves falling, architecture, old newspapers. I try to infuse my work with this to feel fresh, as well as always staying on top of design media for inspiration.
This member profile was originally published in April 2026.