Estudio Cru wants it’s responsive design to pose questions rather than offer answers

Situated within the streets of Rio de Janeiro is Estudio Cru, a thoughtful graphic design agency that is über-conscious of its role in creativity, commerce and culture. As Estudio Cru tells us, “when the outcome is all that matters, we are running on the treadmill of capitalism.” This notion underpins the philosophy of its practice, perpetually redefining what it makes and how it creates. “Where images and culture often serve only to sustain the existing system,” says Bernado Winitskowski, co founder of Estudio Cru, “we believe more in the power of questions than in the certainty of answers.”

As a result, Estudio Cru’s work, led by Bernardo and fellow co-founder Maria Alice Leal, is refreshing. Whilst playing within existing boundaries of slick, refined typographic execution, the studio leads by concept; translating these critical notions across exhibitions, experiences, books and brands. Design becomes a tool for Estudio Cru to wield, using its progressive practice as an opportunity to broaden perspectives and creatively engage with the wider world. After all, designers often have a direct dialogue with the consumer, and Estudio Cru doesn’t intend to waste that chance. 

Whilst there is an intellectual bedrock to Estudio Cru’s work, its success is found in how accessible it is. Brands aren’t laden with overwrought, superfluous additions, far from it – Estudio Cru’s practice is sincere, but doesn’t take itself too seriously. The studio’s work is responsive to the task at hand, be that an identity for a Japanese bakery, a festival identity based around play, or a fitness equipment brand. Each as thoughtful and aesthetically enigmatic as the last.