Unveiling Black Math’s Art-First Brand
Project
Unveiling Black Math’s Art-First brand
Black Math took a moment to refresh their own brand system to bring their public presence into alignment with how they’ve evolved as a studio, and to clearly state their guiding principle that shapes how they approach design and technology: Start with Art.
Rather than over-explaining who they are, they focused on building a system that felt unmistakably Black Math. It required walking a fine line: allowing the brand to grow up as the studio has, without losing the distinct style, flavour, and weirdness that defines them.
Published
June 2026
Agency
Black Math
Part of the rebrand involved creating an interactive sonic logo player, which you can try for yourself here.
Symbolizing a New Beginning
At the center of Black Math’s refreshed brand is the Computer — a kinetic logo designed to evolve as a reflection of the artists who shape it.
Each form represents a skill, a discipline, or a perspective inside the studio. It’s endlessly configurable, just like Black Math. The mark captures that movement honestly.
Evolving into a Design & Technology Studio
Black Math was founded in 2012 as a boutique animation studio. They’ve since grown into a globally-connected design & technology studio working across identity, content, and creative technology.
They brought these pillars to life through a unified visual language spanning flat 2D icons, dimensional 3D counterparts, and a dynamic opening sequence that introduces each category in motion.
“Art First isn’t decoration. It’s how we make complex ideas legible, memorable, and actionable in the real world.”
Evan Fellers
Chief Executive Officer
Great ideas come from everywhere
Black Math is a studio of curious creatives, carrying the belief that small, multidisciplinary teams like theurs can shape culture and technology faster than ever before. Black Math understands that every perspective matters, because great ideas come from everywhere.
Afavorite feature on the new site brings this to life: a shuffle button on the About page that rearranges the team every time you click it, living as a small but fun expression of that belief.
Bringing it All to Life
Every element of the system emerged through experimentation and intuition—some through play, others through refinement. The Play Reel button is a running carrot, which Black Math can’t fully justify why it’s there, only that it felt right.
All of this comes together across a new website layered with interactive easter eggs, a shiny reel structured around their core capabilities, and a mix of refreshed and new case studies presented through the lens of the updated system.
Agency
Creative Direction
Jeremy Sahlman
Louie Jannetty
Chrissy Eckman
Producer (Brand & Web)
Amy McCammon
Producer (Reel)
Hannah Goodsell
Executive Team Stakeholders
Evan Fellers
Alexandra Williams
Stephanie Rabins
Early Brand Identity Development
Fede Reano
Rux Centea
Platform & Messaging
Nick Dupey
Lead Brand Designer
Ludo Cestarelli
Logo Animation & Brand Expressions
Champ Techawongthawon
Sabrina Techawongthawon
Guidelines
Julie Noens
UX Designer
Chandlyr Jackson
Web Developer
Katie Okolita
Strategy & Copy
Meghan Nelson
Design & Animation
Doug Hawkins
Xander Munc
Chrissy Eckman
Louie Jannetty
Ren Lavency
Ming-Chieh Chang
Celia Hsu
Wendy Huang
Yifan Sun
Louie Jannetty
Steve Madden
Meredith Binnette
Omid Seraj
Amr Seoudi
Adabelle Tan
Banks Maynard
Ming-Chieh Chang
Charlie Coombs
Creative Technologist
Ragnar Mar Nikulasson
Producer
Mat Young
