Duration: Four years.

Location: Belgrade, Serbia.

Key creatives: At the moment, the only key creative is Nemanja Jehlicka, creative director, typographer and graphic designer. The studio initially started as a collaboration between Jehlicka and two friends: illustrator Bratislav Milenkovic and copywriter Nikola Zmajevic.

Origin story: We wanted to bring a fresh design approach to the Belgrade design scene. The three of us worked together with the design firm Snask to organize Incredible Machine, an international exhibition that highlighted the creative process of several Stockholm, Sweden, and Belgrade-based designers. Now, the studio mainly works on projects related to small emerging businesses—branding and identity design, packaging and type projects. But I’m also working on developing art direction and illustration projects.

Artistic influences: Our work is influenced more by ideas than specific approaches and styles, but we tend to worship minimal and modern art—well, modernism in general.



Work environment: Our studio is based in the historic part of Belgrade, and we share it with our ex-partner in crime Milenkovic and two other young designers. Belgrade, culturally speaking, is boring, but working here has its advantages. There’s a burgeoning coffee and craft beer scene—you get the point.

Aspirations: We’d like to continue working with small businesses because it’s a dynamic market. We want to engage more with cultural events and land some major clients we all love. At some point, we might start our own foundry, hopefully in a bigger working space.

Philosophy: Make the same mistakes twice. If it doesn’t pay off the first time, it most definitely will the second.