Ruth Wassermann is a strategic and creative Design Director, leading a studio that helps brands create solid product strategies and creatively inspiring collections of homeware and lifestyle products.

She has a knack for combining creativity and intuition with solid data, making the workspaces she runs fun, innovative and effective. She believes in the power of playfulness to drive creativity and just like Einstein, knows that taking (calculated) risks and accepting failure (in moderation) is the best way to get great results.

Ruth’s brief to ABD was to create a visual identity that encapsulates her playful approach to creative problem solving.

Our research led us into the world of play, looking at games and puzzles in their simplest form and considering how this reflects the collaborative, immersive work that Ruth and her team carry out.

We have developed a fluid system of dots and connectors inspired by the simplicity of Lego & Meccano and demonstrating Ruth’s strategic approach to problem solving. The Logo is made up from a series of connected dots to form an ‘R’ (a shorthand version of Ruth’s signature). The colour palette was developed to reflect the joy of play and the fonts selected to reinforce this, while maintaining structure within the process.