Design with a Pulse: How Gina Guasch Studio Challenges the Status Quo
There’s something electric about stumbling upon a creative force that refuses to play by the rules. Gina Guasch Studio (GGS) is one such force. In a world where design often feels homogenized, GGS stands out not just for its vibrant aesthetics but for its unapologetic commitment to authenticity. Founded in Barcelona in 2019, the studio doesn’t just create visuals—it sparks conversations.
What makes this particularly fascinating is how GGS defines itself. While many studios lean on their client list as a badge of honor, GGS anchors its identity in something far more intangible: a genuine point of view. Described as ‘empathetic, odd, and queer,’ the studio’s ethos is a breath of fresh air in an industry often obsessed with trends. Personally, I think this is where GGS’s magic lies. It’s not just about creating pretty pictures; it’s about creating work that means something.
The Roots of Rebellion
Gina Guasch’s journey is as compelling as the studio’s output. Growing up in Barcelona, surrounded by art and critical thinking, they were primed to challenge norms. After studying graphic design and working across various studios, Gina founded GGS with a clear mission: to build something inclusive, feminist, and ethically driven. What many people don’t realize is how rare this is in the design world. Most studios prioritize profit over purpose, but GGS flips the script.
The team itself is a testament to this vision. Led by Gina, with creative director Clara and project manager Eloisa, the studio is small but mighty. They collaborate with a wider network of designers, developers, and illustrators, ensuring each project is as unique as the voices behind it. Their client list is impressive—Nike, The New York Times, Sony Music—but it’s the cultural, music, and activist projects that truly light a fire under the studio.
Beyond Trends: Design as Activism
Gina’s philosophy is clear: ‘I work closer to art, club culture, and social contexts than to traditional commercial design.’ This isn’t just a statement—it’s a manifesto. Their work is a rebellion against the sterile, the generic, and the forgettable. Take their flyers, for example. Each one is a burst of energy, a visual manifesto that refuses to be ignored. From the raw, hot-pink energy of an ISAbella party poster to the bold graphic density of the CCCB club night, these designs aren’t just promotional tools—they’re cultural artifacts.
One thing that immediately stands out is how GGS’s work challenges platforms like Instagram. Their flyers for MARCIAS, a queer electronic music collective co-founded by Gina, have been repeatedly flagged and removed for violating guidelines. This isn’t a failure; it’s a badge of honor. It shows that the studio’s work is too bold, too unapologetic, to be contained by corporate algorithms. If you take a step back and think about it, this is design at its most powerful—work that refuses to be palatable.
Branding with a Soul
While flyers are the studio’s pulse, their branding projects are its heartbeat. Each identity they create is a masterclass in storytelling. SAPPHI, a queer dating app, uses fluid, movement-based forms to explore intimacy and equality. OXI, a nightclub in Berlin, embraces plurality with a flexible system that evolves across spaces. Good Girl Snacks, a Gen Z snack brand, is brought to life through a character-driven universe that celebrates community.
A detail that I find especially interesting is how GGS infuses each project with a sense of playfulness. MIRO, a guide for a Miró Foundation exhibition, uses sketchy illustrations and hand-drawn lettering to make art feel accessible. This isn’t just design—it’s an invitation to engage, to question, to feel.
The Cost of Authenticity
Running an independent studio like GGS is no walk in the park. Gina describes it as ‘very rewarding, but you’re often in survival mode.’ Financial stability is a constant challenge, and competing with larger agencies can feel like David versus Goliath. Yet, the studio persists, fueled by emotional rewards and a team that shares its vision.
What this really suggests is that authenticity comes at a price. Being an openly queer studio has its perks—it attracts like-minded clients and fosters a sense of community. But it also limits access to certain markets. Some clients see GGS as too radical, too unapologetic. In my opinion, this is both a curse and a blessing. It ensures the studio stays true to its values, even if it means forgoing certain opportunities.
The Future of Design: Polarized but Purposeful
Gina’s take on the future of design is as bold as their work: ‘It’s becoming polarized.’ On one side, you have the automatic, the generic, the product of social media’s short attention span. On the other, you have the author-driven, the critical, the contextually rooted. GGS, unsurprisingly, stands firmly in the latter camp.
This raises a deeper question: What does it mean for design to have a purpose? In a world drowning in visual noise, studios like GGS remind us that design can—and should—be more than just decoration. It can challenge, provoke, and inspire.
Final Thoughts
Gina Guasch Studio isn’t just a design studio; it’s a movement. Its work is a testament to the power of authenticity, the importance of community, and the necessity of purpose in creativity. From my perspective, this is what design should aspire to—not perfection, but meaning.
As I reflect on GGS’s journey, I’m reminded of something Gina said: ‘The goal is to go beyond trends or surface aesthetics and move towards something more activist, critical, and identity-driven.’ In a world that often feels shallow, this is a mission worth celebrating. And personally, I can’t wait to see what they do next.
