Natalia Witwicka
Independent Graphic Designer & Branding Specialist
London, UK
www.nataliawitwicka.com
instagram @nataliawitwicka
Q What do you do?
“I am a London-based graphic designer and art director specializing in distinctive visual identities across arts, culture, and technology.”
My practice combines strategic brand thinking with experimental ideas, integrating manual processes with generative elements to create memorable, flexible systems that evolve with their contexts.
Previously at Pentagram, I worked on comprehensive visual identities for cultural institutions including the Young V&A and the Natural History Museum. Following this, I was invited to collaborate with Google Creative Lab on global product campaigns and AI experiments, merging systematic thinking with cutting-edge creative technology.
Now operating as an independent micro-studio, I continue to partner extensively with Google DeepMind on branding their emerging AI products. I work either independently or by assembling bespoke teams of experienced freelance experts to support larger-scale projects.
I believe great brands must be intelligent systems—flexible enough to stay engaging while maintaining consistency across all touchpoints. This approach has been recognized by It’s Nice That (2025), Creative Review (2025), and D&AD (2021).
Q What steps did you take to get to where you are now?
I worked as a designer at Pentagram on Marina Willer's team, followed by an experimental creative role at the Google Creative Lab. I studied Communication Design at the Glasgow School of Art.
Q How do you stand out in your field?
I create generative brand systems using custom coded tools that help them scale. As brand and platform evolves, our identity will expand with it; staying consistent while never becoming stagnant. By weaving tactile methods into our digital systems, we bring texture and warmth to the brand. This is critical for your new identity, acting not just as a speaker, but as a trusted “coach” and partner to clients.
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 If you could hire someone for $20/hour, what would you have them do to make your day easier?
Project management!
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 If you could talk to an expert to gain more insight on something, what would it be about?
Business strategy and setting up on your own.
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?
It really depends on the complexity of the project, but usually a brand identity would start around $10k.
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?
Marina Willer from Pentagram, who taught me everything I know about design when I worked for her. Also my mentor there Cleber de Campos. I love the work of Dumbar, Cotton, Porto Rocha, Nari.
Also, I recommend signing up for NoomaLooma, which is a creative app building daily creative habits for wellbeing!
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.