{"id":343,"date":"2026-08-14T12:04:32","date_gmt":"2026-08-14T12:04:32","guid":{"rendered":"https:\/\/demo.goodlayers.com\/infinite\/homepages\/main5\/?page_id=343"},"modified":"2026-08-14T12:04:32","modified_gmt":"2026-08-14T12:04:32","slug":"about","status":"publish","type":"page","link":"https:\/\/dgbds.uk\/?page_id=343","title":{"rendered":"About"},"content":{"rendered":"

(01 About the studio )<\/p><\/div><\/div>

Twelve years,
two rooms,
one  standard<\/span><\/em><\/span><\/h3><\/div>
<\/div><\/div><\/div><\/div>

( In short )<\/p><\/div><\/div>

Infinite is an independent studio of twenty-six people, working from Brooklyn and Lisbon since 2014.<\/p>\n<\/div><\/div><\/div><\/div>

We started with three people and one client who needed a rebrand faster than an agency would quote it. The constraint <\/span>stuck. Everything since has been built to move at that speed <\/span>without losing the argument underneath the work.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

Forty-eight projects delivered. Fourteen juried awards. No account layer, and no plans for one.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>

<\/div><\/div><\/div>
<\/div><\/div>
<\/div>

PL. 01<\/span>  Rua da Esperan\u00e7a, Monday morning<\/p><\/div><\/div><\/div><\/div>

(02 How we got here )<\/p><\/div><\/div>

How we got here )<\/p><\/div><\/div>

A slow build, on purpose.<\/h3><\/div>
<\/div><\/div><\/div><\/div>

2014<\/p><\/div><\/div>

Three people above a
hardware shop<\/span><\/p><\/div><\/div>

Elena Marsh, one borrowed plotter and a rebrand due in five weeks. The client said yes in the room, <\/span>which set the habit.<\/span><\/p><\/div><\/div>

<\/div><\/div><\/div><\/div>

2017<\/p><\/div><\/div>

First identity that outlived
its founder<\/span><\/p><\/div><\/div>

Byrd Systems changed leadership twice and kept the system intact. We started writing rules rather than preferences.<\/p>\n<\/div><\/div>

<\/div><\/div><\/div><\/div>

2019<\/p><\/div><\/div>

Engineering joins
the studio<\/span><\/p><\/div><\/div>

Rui Almeida arrives and we stop handing decks to other people's developers. Design and build sit in <\/span>the same review.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>

<\/div><\/div><\/div>
<\/div><\/div>

Pl. 02<\/span>  First joint design-build review<\/span><\/p><\/div><\/div><\/div><\/div>

<\/div>
<\/div><\/div>

2021<\/p><\/div><\/div>

Lisbon opens<\/p><\/div><\/div>

Four people, a top floor in Pr\u00edncipe Real, and a second timezone that turned out to be a working <\/span>day rather than a handover.<\/span><\/p>\n<\/div><\/div>

<\/div><\/div><\/div><\/div>

2023<\/p><\/div><\/div>

The ninety-day review
becomes standard<\/span><\/p><\/div><\/div>

Included in every fee since. It is the meeting where we find out whether the work did what we said <\/span>it would.<\/span><\/p>\n<\/div><\/div>

<\/div><\/div><\/div><\/div>

2026<\/p><\/div><\/div>

Twenty-six people, still no 
account layer<\/span><\/p><\/div><\/div>

Two studios, nine industries, and a rule that whoever pitches the work makes it.<\/span><\/p>\n<\/div><\/div>

<\/div><\/div><\/div><\/div><\/div><\/div>

(03 How we think )<\/p><\/div><\/div>

( Five principles  \u00b7  written 2018, edited twice )<\/p><\/div><\/div><\/div><\/div>

<\/div>

01<\/p><\/div><\/div>

Name the number first<\/p><\/div><\/div>

Before anything is drawn we agree what the work has to move. If nobody can name it, the brief is not ready.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

<\/div>

02<\/p><\/div><\/div>

Show it early, unfinished<\/p><\/div><\/div>

Weekly material beats a reveal. The awkward version on a Wednesday is worth more than a polished one in <\/span>month three.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

<\/div>

03<\/p><\/div><\/div>

One idea, argued well<\/p><\/div><\/div>

We stopped presenting three concepts in 2021. A studio that believes in all believes in none of them.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

<\/div>

04<\/p><\/div><\/div>

Design the rules, not the taste<\/p><\/div><\/div>

A system has to survive a hundred applications and several teams with no designer in the room.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

<\/div>

05<\/p><\/div><\/div>

Report back, flattering or not<\/p><\/div><\/div>

Ninety days after launch we read the numbers out loud, including the ones that argue against us.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

These are working rules, not values. They get edited when they stop being true.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

<\/div>

(04 Fit )<\/p><\/div><\/div>

Worth saying out loud.<\/h3><\/div>

Most mismatches surface in week one. These are the ones we can spare you the meeting about.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

<\/div><\/div>

( We are a good fit for )<\/p><\/div><\/div>

<\/div>
<\/i><\/span>Founders and teams who can decide in the room<\/div><\/div><\/div><\/div>
<\/div>
<\/i><\/span>Companies rebuilding a brand and a product together<\/div><\/div><\/div><\/div>
<\/div>
<\/i><\/span>Work with a number attached to it<\/div><\/div><\/div><\/div>
<\/div>
<\/i><\/span>Clients who want the makers in the meeting<\/div><\/div><\/div><\/div><\/div><\/div>
<\/div><\/div>

Clients who want the makers in the meeting<\/p><\/div><\/div>

<\/div>
<\/i><\/span>Founders and teams who can decide in the room<\/div><\/div><\/div><\/div>
<\/div>
<\/i><\/span>Briefs that arrive already art-directed<\/div><\/div><\/div><\/div>
<\/div>
<\/i><\/span>Approval chains longer than four people<\/div><\/div><\/div><\/div>
<\/div>
<\/i><\/span>Rebrands announced before the reason for one<\/div><\/div><\/div><\/div><\/div><\/div>
<\/div><\/div>

The best brief we ever got<\/i><\/span>  was one sentence long and came with a spreadsheet.
<\/h3><\/div>

Elena Marsh
Founder<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>

(05 Where we work )<\/p><\/div><\/div>

( Two studios  \u00b7  five hours apart )<\/p><\/div><\/div><\/div><\/div>

\"\"<\/div><\/div>

Pl.03<\/span>   148 Wythe Avenue<\/p><\/div><\/div>

Brooklyn<\/h3><\/div>
<\/div><\/div>

Address<\/p><\/div><\/div>

148 Wythe Avenue
Brooklyn, NY 11249<\/span><\/p><\/div><\/div>

Address<\/p><\/div><\/div>

148 Wythe Avenue
Brooklyn, NY 11249<\/span><\/p><\/div><\/div><\/div><\/div>

Team<\/p><\/div><\/div>

Sixteen \u2014 strategy, identity, motion<\/p><\/div><\/div>

Visits<\/p><\/div><\/div>

Tuesdays and Thursdays, by arrangement<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

\"\"<\/div><\/div>

Pl.04<\/span>   Rua da Esperan\u00e7a 32<\/p><\/div><\/div>

Lisbon<\/h3><\/div>
<\/div><\/div>

Address<\/p><\/div><\/div>

Rua da Esperan\u00e7a 32
1200-655 Lisboa<\/span><\/p><\/div><\/div>

Address<\/p><\/div><\/div>

2021<\/p><\/div><\/div><\/div><\/div>

Team<\/p><\/div><\/div>

Ten \u2014 product, engineering, research<\/p><\/div><\/div>

Visits<\/p><\/div><\/div>

Open studio, first Friday of the month<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

<\/div><\/div>
<\/div>

Overlap<\/p><\/div><\/div>

Four hours a day, both studios online<\/p><\/div><\/div><\/div><\/div>

<\/div>

Reviews<\/p><\/div><\/div>

Wednesday, 10:00 EST \u2014 everyone, 
every project<\/span><\/p><\/div><\/div><\/div><\/div>

<\/div>

Travel<\/p><\/div><\/div>

We are on site for kickoff and for the ninety- 
day review<\/span><\/p><\/div><\/div><\/div><\/div>

Languages<\/p><\/div><\/div>

English, Portuguese, Spanish<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

<\/div>

(06  The people )<\/p><\/div><\/div>

( Partners and leads  \u00b7  twenty-six in total )<\/p><\/div><\/div>

Whoever pitches it, makes it.<\/h3><\/div><\/div><\/div>
\"\"<\/div><\/div>

Elena Marsh<\/p><\/div><\/div>

Founder,astrategy<\/p><\/div><\/div>

Brooklyn  \u00b7  since  2014<\/span><\/p><\/div><\/div><\/div><\/div>

\"\"<\/div><\/div>

Idris Cole<\/p><\/div><\/div>

Partner, design director<\/p><\/div><\/div>

Brooklyn  \u00b7  since  2018<\/span><\/p><\/div><\/div><\/div><\/div>

\"\"<\/div><\/div>

Rui Almeida<\/p><\/div><\/div>

Head of engineering<\/p><\/div><\/div>

Lisbon  \u00b7  since  2019<\/span><\/p><\/div><\/div><\/div><\/div>

\"\"<\/div><\/div>

Nora Vance<\/p><\/div><\/div>

Art director, motion<\/p><\/div><\/div>

Lisbon  \u00b7  since  2014<\/span><\/p><\/div><\/div><\/div><\/div><\/div><\/div>

<\/div>

(07 Working here )<\/p><\/div><\/div>

( Two open roles  \u00b7  reviewed weekly )<\/p><\/div><\/div>

We hire slowly and
rarely.
<\/h3><\/div><\/div><\/div>
<\/div>

Senior Brand Designer<\/p><\/div><\/div>

Brooklyn<\/p>\n<\/div><\/div>

Full Time<\/p>\n<\/div><\/div>

<\/i><\/span><\/div><\/div><\/div>
<\/div>

Product Engineer, front-end<\/p><\/div><\/div>

Lisbon<\/p>\n<\/div><\/div>

Full Time<\/p>\n<\/div><\/div>

<\/i><\/span><\/div><\/div><\/div>
<\/div>

Open application<\/p><\/div><\/div>

Either studio<\/p>\n<\/div><\/div>

Any Time<\/p>\n<\/div><\/div>

<\/i><\/span><\/div><\/div><\/div>
<\/div><\/div>
<\/div>

Process<\/p><\/div><\/div>

Two conversations and one paid day of real work<\/p><\/div><\/div><\/div><\/div>

<\/div>

Week<\/p><\/div><\/div>

Four days in studio, one wherever you think best<\/p><\/div><\/div><\/div><\/div>

<\/div>

Pay<\/p><\/div><\/div>

Banded and published internally<\/p><\/div><\/div><\/div><\/div>

Portfolio<\/p><\/div><\/div>

Three projects is plenty. Tell us what changed.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>

<\/div>

Let's make
something<\/p><\/div><\/div>

last\u200b<\/em>ing<\/p><\/div><\/div>

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