Studio Gruhl doesn't fit neatly into traditional categories, and that's exactly how founder Malte Gruhl prefers it. Operating from Berlin while serving clients across the United States, United Kingdom, and European Union, the studio operates at the crossroads of branding, campaigns, and digital experiences, combining design precision with emotional impact. The practice functions as part design laboratory, part cultural translator, and entirely by design.
After spending a decade working at agencies and studios in Berlin, London, and New York, Gruhl was ready to decelerate and delve deeper into his craft. "I wanted to really focus on craft, first as a freelancer and then slowly building a team from the ground up," he explains. "We wanted to do something exciting, mixing concepts and creating work that forms an emotional connection and builds memories."
The studio's formative years were influenced by clients in the music and fashion industries, including a techno record label and a lifestyle media brand. That creative energy continues to permeate their work today. Studio Gruhl's aesthetic approach is playful yet polished, expressive while remaining grounded in systematic thinking. A distinctive tactile quality runs throughout their portfolio, whether manifested in sculptural logotypes or campaigns brought to life through motion graphics.
Gruhl summarizes their methodology in three words: building visual worlds. "We see ourselves more as a creative studio than a classic design studio," he states. "There is no rebrand anymore without delivering content and motion. There is no digital project without considering brand-level thinking."
This hybrid approach is deeply embedded in the studio's creative process. Rather than treating strategy and execution as separate phases, Studio Gruhl develops them simultaneously, anchoring concepts in cultural insights before expanding them across multiple touchpoints. "By connecting different disciplines, we give clients something they can directly work with and take live," Gruhl adds.
While the studio's project portfolio spans diverse sectors—from underground technology platforms to scaling startup brands—they all share a commitment to thoughtful craftsmanship. Every project, according to Gruhl, presents an opportunity to create something memorable amid the constant noise of modern media. "We love design systems, but we also want to create an emotional connection with our work. In the end, design is there to visualize behavior, show a level of taste, and send signals of cultural belonging."
Crucially, this creative approach never conflicts with commercial objectives. "The balance of creativity and commercial is a funny one," he observes. "Because creativity isn't in the way of a commercial goal—it helps to achieve it."
This philosophy of design as both expressive and functional attracts a diverse range of collaborators. "If we work together with someone, it is a close partnership, so we need to feel a connection and a mutual understanding that we want the same thing," says Gruhl. Whether working with corporate teams or niche cultural organizations, the ideal client remains open to exploration. "With each new client, you can dive into entirely new environments. You need to understand the nuances of context, interpret and connect historical parameters."
Although based in Berlin, the studio maintains an international perspective, reflected in both its global team composition and client base. However, the spirit of the German capital continues to shape their creative output. "The aesthetic we find interesting and the values we hold are very aligned with what drives this city," Gruhl explains. "It is always a good starting point and generates an interesting mix of references."
This willingness to draw from a broad spectrum of influences contributes to Studio Gruhl's fresh creative output. Custom typography, 3D visuals, illustration, and motion graphics are each treated as tools to spark connection rather than stylistic signatures. "We always try to add something new to each project," says Gruhl. "One needs to create tension by combining things which are not combined or looking at a category from another angle."
The studio's evolution hasn't been marked by a single breakthrough moment. "Maybe it is cliché, but there is not just one project that pushed us," says Gruhl. "So far, it has been more of a steady series of ups and downs, always leading us forward. Maybe that is what we are learning—to never be comfortable."
Rather than pursuing trends or growth for its own sake, the studio has discovered strength in remaining small. "What changed over time was the realization that we are not here for eternal growth," says Gruhl. "We made the conscious decision to stay deliberately boutique, and this is quite freeing."
This strategic decision enables the team to prioritize quality over quantity while maintaining agility in a rapidly shifting industry. "We are here to be a great place for design and try not to get lost along the way chasing something else."
Regarding industry trends, Gruhl maintains a refreshingly clear perspective. "We are past the point of chasing trends. We need to connect a brand to its place in culture. The idea of creating a totally new visual trend and 'owning' it does not really work anymore."
When asked about advice for entrepreneurs starting their own studios, his response is both pragmatic and encouraging. "Things take time, and ideally, you are never done," he says. "Take care of your network, those are the people who will make you. Instead of 'no,' say 'yes, but.' And take holidays."
In a landscape where many studios pursue rapid scaling, Studio Gruhl distinguishes itself by embracing constraint as a creative tool. Their approach focuses less on empire-building and more on maintaining connection to the work, context, and surrounding community. This philosophy has enabled them to carve out a unique position in the global creative scene, operating as cultural translators who transform brand challenges into memorable visual experiences that resonate across international markets.
