Studio East

Overview:

Pinches is a brand on a mission. Their no-tie elastic shoelaces prove that innovation and inclusivity are the perfect power couple, making great style easily accessible.

They turned to Studio East for a brand makeover that would capture their unique blend of purpose and play, while setting them up for success in the lifestyle space. We laced up for the challenge.

The challenge:

Pinches wanted to bring more cohesion to their brand, making sure their socials, website and activations were all dancing to the same beat.

With a product line that serves a broad demographic—ranging from children and the elderly to runners, athletes and the disabled community—our team needed to develop a look and feel that would spotlight their laid-back, accessible vibe while turning heads. We wanted the energy, attitude and community-first focus that defines Pinches to shine through.

The solution:

Our design team crafted an approachable visual identity for Pinches, blending playful yet earthy tones with a textured, handmade vibe. Mixed-case lettering and illustration were incorporated as a nod to the company mission of serving people from all walks of life.

Meanwhile, we re-energised their brand voice, developing a tone that’s warm, dynamic and direct. Their redefined DNA and identity opened up fresh opportunities for creative brand activations, such as gifting personalised laces to the local football team.

Overview:

It's always a treat when a client is ready to take a creative leap. Reticle was exactly that type of client. They came to us in search of a bold brand evolution—a new name, look and feel that would break them out of the corporate mould.

The mission? To develop an identity that truly expressed their dynamic, human-centred approach to data privacy and decentralisation. This wasn’t about helping them to fit in. It was about making them stand out. Enter Annex.

The challenge:

When Reticle approached us, they were excited to shed their old identity and embrace a fresh, contemporary approach. Operating within a highly corporate, tech-driven industry, they stand out as a family-run, people-centred organisation that truly prioritises the client experience.

We needed to deliver a brand transformation to embody their core values, while positioning them as an alternative to big-name competitors like AWS.

The solution:

First, we needed a new name—one that was catchy, modern and reflected the company’s role of empowering clients with the building blocks of data management. And so, Reticle became Annex. Next, it was time to brighten things up with a cheerful colour palette, bringing warmth and energy to the brand. Our designers then incorporated illustration and animation to add movement and showcase how Annex puts data directly in the hands of clients.To top it off, we crafted a clear, approachable tone of voice to make sure 100% of Annex’s content was easily accessible and understandable. 

The result:

Annex’s fresh, fully integrated identity had immediate results. They saw a spike in web traffic as clients engaged with the new user-friendly digital experience, while existing clients had an overwhelmingly positive response to the new name and visuals.

Ultimately, Annex was able to establish a stronger industry presence, setting itself apart as a trusted partner in data privacy solutions.

The challenge:

OSCA needed a fresh brand identity that would radiate warmth, precision and professionalism. Our team had to strike a careful balance, reflecting the recognisable visual language of the healthcare market while pushing for innovation in design. In short, we needed to help OSCA stand out in their industry, without being too loud. We worked towards building an identity that felt clean, safe and modern—while also referencing the product’s practical use.

The solution:

We embraced a soothing natural palette of pastel hues, blues, aquas and delicate peach pinks, evoking the essence of water and touch. Meanwhile, the gradient creates a sunrise effect—a subtle nod to new beginnings. OSCA’s new ‘O’ logo features octopus suction pads, referencing the product function.

We took a clean, bright approach to photography, incorporating creative angles to add dynamism. Finally, OSCA’s refreshed typography combines soft curves with angular touches to embody the combined values of compassion and precision.

The results:

OSCA’s new identity is bold yet understated, giving it a distinctive presence in the medical space. Their comprehensive brand kit is already empowering their team to build and maintain consistency across platforms, enhancing trust and recognition among healthcare professionals and patients alike. Initial feedback highlighted increased brand engagement and interest, setting the stage for future growth.

True Adventure creates life-changing expeditions that take students way beyond the classroom. So we were over the moon to be asked to give their brand a lift, all in the name of helping them connect with students, parents, and schools on a whole new level. From social strategy to event materials, we reimagined how True Adventure communicates to make every interaction feel clear, inviting, and genuinely inspiring.

When designfit approached us as one of Dubai’s leading interior design, construction, and fit-out providers, they were ready to take the mark they’d made across the GCC into the KSA region and beyond.

However, their existing brand didn't reflect the sophistication and quality of their stunningly contemporary and sustainable solutions, their experienced teams, or their innovative values. They needed more than just a brand refresh – they needed a revolution.

Pinches is a brand on a mission. Their no-tie elastic shoelaces prove that innovation and inclusivity are the perfect power couple, making great style easily accessible.

They turned to Studio East for a brand makeover that would capture their unique blend of purpose and play, while setting them up for success in the lifestyle space. We laced up for the challenge.

It's always a treat when a client is ready to take a creative leap. Reticle was exactly that type of client. They came to us in search of a bold brand evolution—a new name, look and feel that would break them out of the corporate mould.

The mission? To develop an identity that truly expressed their dynamic, human-centred approach to data privacy and decentralisation. This wasn’t about helping them to fit in. 
It was about making them stand out. Enter Annex.

Produced by Ex2Medical, OSCA is a specialised obstetric suction cup device used to help safely deliver babies while minimising the need for invasive procedures.

Studio East was brought on board to craft a brand identity that would resonate with healthcare professionals,
inspire trust and set OSCA apart in their highly competitive market.