Founded by Nik Kanbi and Jake Gilbert in 2025, the London-based design studio 5x5 takes its name from the military ratio code “five by five,” which means a message is coming through loud and clear—and this clarity forms the spine of its creative practice. “We like making work that starts with a strong idea,” say Kanbi and Gilbert. “Having worked with many creative leaders and industry pioneers, we’ve come to believe that good work resonates with people because there’s an intelligent idea behind it.” Already close friends at the beginning of their partnership, the two formed 5x5 after working on two projects together. “Nik was offered a pro-bono project through a contact in New York and asked me to help out,” says Gilbert. “The project went really well, which led to us being invited to pitch for the rebrand of the New York– and Amsterdam–based architecture firm ONE. We ended up winning the project, and after that, it felt like there was something worth pursuing as a studio.” The pair of designers come from backgrounds that have proffered complementary specialties: Gilbert has experience with corporate branding, with positions at London-based design firm Paul Belford Ltd and Pentagram, and Kanbi has experience in consumer-facing branding and packaging, with positions at B&B and Design Bridge. However, the two have also plenty of freelance experience as well across multiple disciplines, which has let them develop an intersectional practice. Currently, they work together as 5x5 and on separate freelance projects to help fund their emerging studio and focus on design with strong foundations in high concept. “We want to make idea-led, conceptual work that also feels relevant to the client back to their wider vision,” Gilbert and Kanbi say. “That’s something we try to carry through into all of our projects—making sure there’s a strong idea behind the work rather than relying purely on aesthetics.”