The Studio

A small practice where art and design sit at the same desk. Some days that means a risograph print or a page of a picture book. Other days it means a brand identity, a website or a piece of software. The studio doesn’t treat these as separate jobs. The drawing informs the interface; the interface sharpens the drawing.

The personal work comes first, in the literal sense. It’s made without a brief, it fills the archive, and it’s where most of the studio’s ideas are found before anyone asks for them.

Identities, campaigns, books, websites and digital products, for founders, start-ups, cultural organisations and public bodies. Usually the studio comes in when an idea exists but doesn’t yet have a face or a form, and leaves when it has both and the thing is live.

Quickly, at the start. First conversations become sketches and rough prototypes within days, so there’s something real to argue about. The direction that holds up is then developed inside the actual product, book or site, not in a slide deck beside it. Meetings are called when there’s something to show.

The studio designs and codes its own work, so a website or product moves from sketch to launch without changing hands. What’s drawn is what gets built. The technology underneath is kept deliberately plain: fast, reliable and easy for a client to run on their own afterwards.

• Brand

  Identity and visual systems for companies that are new, or becoming something new.

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• Illustration and books

  Original image-making, from a single picture to a whole publication.

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• Web

  Sites that hold brand, story and product in one place, designed and built in-house.

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• Product

  Interface and interaction design for software, prototype through to launch.

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• Campaigns, packaging and motion

  Carrying a brand out into the world.

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Projects are quoted as a fixed fee, with scope and timeline agreed before work begins.

Will Neeteson is a British artist and designer. He came to the Netherlands to read Fine Art & Design at Utrecht, began freelancing while still a student, and went on to a Master’s in Digital Design at the University of Amsterdam. Work from that period was exhibited in Milan and Utrecht.

A year in Florence as in-house graphic designer at GUESS was followed by independent work in Amsterdam for clients including Google and the Municipality of Amsterdam, and 3D and product work for interior and architecture studios. In 2018 he wrote and illustrated The Boy and the Star, his first book and the clearest statement of what interests him: difficult things, told plainly and with warmth.

From 2020 to 2024 he was Principal Designer at Sail, now Muddy, a San Francisco start-up building a multiplayer browser, where he led the look, feel and behaviour of the whole product. He has run the studio since, with clients from the European Union and American Terawatt to founders at the very beginning, and an archive of his own work that grows alongside.

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  The Boy and the Star, 2018
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  Sail, now Muddy, 2020–24
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  Master’s in Digital Design, Amsterdam