About

2x4 is a multidisciplinary studio focused on brand strategy, design, and activation for cultural and commercial partners everywhere. Our work is holistic, tracing a coherent narrative from research and strategy, to integrated visual, linguistic, interactive, and spatial experiences. We are a member of The Independents, a global group of groundbreaking creative partners working across brand experience, strategy, design and production.

Offices

  • New York
    180 Varick Street, 16th Floor
    New York City, NY 10014

    General Inquiries
    Douglas Freedman
    Chief Financial Officer
    (212) 647-1170
    info@2x4.org

    New Business
    Jane Friesen
    Managing Director
    (212) 647-1170
    newbusiness@2x4.org

    Press Inquiries
    press@2x4.org

  • Beijing
    A1-14 Langyuan Station
    Banjieta Road 53, Dongba, Chaoyang District
    Beijing 100018

    北京朝阳区东坝半截塔路53号
    首创郎园Station A1-14

    General, New Business, Press Inquiries
    Celine Fu, Principal
    Jing Xin, Principal
    +86 10 5332 2071
    beijinginfo@2x4.org

Partners

  • Michael Rock
    Partner, Executive Creative Director

    Michael Rock is a founding partner and executive creative director at 2x4, where he leads cultural and commercial strategy and brand projects for Apple, Nike, Prada, Chanel, Target, Vitra, JPMorgan Chase, Harvard Art Museums, and CCTV. He is an adjunct professor of Brand Strategy at the Yale School of Management and has held faculty positions at Rhode Island School of Design; Yale School of Art; Columbia Graduate School of Architecture, Planning and Preservation; Harvard Graduate School of Design; and the Jan Van Eyck Academie in Maastricht, The Netherlands. He currently serves on the board of trustees of Rhode Island School of Design. His writing on design, strategy, and branding has appeared in publications worldwide, notably The New York Times, T Magazine, Bloomberg, ID Magazine, and Eye Magazine. His book “Multiple Signatures” was published by Rizzoli International in 2013. Michael holds an A.B. in Humanities (Literature) from Union College and an M.F.A from Rhode Island School of Design. He received the 1999/2000 Rome Prize in Design from the American Academy in Rome, and was a resident of the Academy in 2023.

  • Georgianna Stout
    Partner, Executive Creative Director

    Georgianna Stout is a founding partner and executive creative director at 2x4, where she leads projects across the cultural and commercial sectors, from large-scale brand identity and packaging programs to retail and corporate environment and digital-experience programs. She has led brand identity and exhibition design for Cooper Hewitt, Brooklyn Museum, Dia Art Foundation, The Clark, and the Studio Museum in Harlem; and directed product development for Knoll, Maharam, and Tarkett. Her clients include Target, Starbucks, Instagram, Nike, Tiffany & Co., Intuit, Hyundai Motor Group, Tom Ford, and Malin + Goetz. She has been a visiting critic at Rhode Island School of Design, Parsons School of Design, MICA, The Cooper Hewitt, and Yale School of Art. She holds a B.F.A from Rhode Island School of Design.

  • Susan Sellers
    Partner, Executive Creative Director

    Susan Sellers is a founding partner and executive creative director at 2x4, where she leads projects across the cultural and commercial sectors, from brand strategy and identity to brand experience and exhibition design. Her clients include Samsung, Hyundai, Google, Lincoln Center, and the Fondazione Prada. From 2012 to 2016, Susan was head of design at The Metropolitan Museum of Art, where she led design initiatives across the museum from brand identity and visitor experience to exhibition design and permanent gallery installation. A senior design critic at Yale School of Art, she has taught and lectured widely, including at Rhode Island School of Design; Columbia Graduate School of Architecture, Planning and Preservation; SCI-ARC; Harvard Graduate School of Design; and the Scuola Politecnica di Design in Milan, Italy. Susan is on the board of the art and technology magazine Triple Canopy; and on the advisory board of The World Around, an incubator dedicated to sustainability and new forms of architecture and design practice. She holds a B.F.A. from Rhode Island School of Design and an M.A. in American Studies from Yale University. In 2023, she was resident at the American Academy in Rome.

Team

Branding

  • Sung Joong Kim, Creative Director
  • Donnie Luu, Senior Design Director
  • JiEun Rim, Design Director
  • Gina Shin, Associate Design Director
  • Ben Fehrman-Lee, Associate Design Director
  • Claire Shin, Designer
  • Jack Fahnestock, Designer
  • Inyeong Cho, Designer
  • Ellis Yu, Designer
  • Hyun Jung Lee, Junior Designer
  • Isabelle Tan, Junior Designer

Strategy

  • Margot Weller, Executive Director
  • Becca Dunwoody, Associate Director
  • CoCo Tin, Strategist
  • Molly Ono, Strategist
  • Moneer Ba-Ahmad, Associate Strategist
  • Christina Ofori, Associate Strategist
  • Mighty Wanitprapha, Associate Strategist

Interactive

  • Tim Gambell, Creative Director
  • Paul Hoppe, Design Director
  • Kenny Zhang, Designer

Environments

  • Christopher Kupski, Creative Director & Principal Architect
  • Florian Mewes, Senior Design Director
  • Leigha Dennis, Senior Design Director
  • Chiara Assenelli, Director
  • Susan May, Technical Director
  • Jie Yu, Senior Production Designer
  • Valeria Paez Cala, Senior Designer
  • Sunny Cui, Senior Designer
  • Ha Dao, Designer
  • Ingrid Schmaedecke, Designer
  • Anna Kim, Junior Designer
  • Shiyue Wang, Junior Designer
  • Mizuki Hanada, Junior Designer

Project Management

  • Amanda Al-Mahdi, Director, Client Engagement
  • Brynn Komro, Director, Client Engagement
  • Nancy Hong, Senior Project Manager
  • Nate Rennick, Project Manager
  • Brandon Thompson, Product Coordinator

Management and Administration

  • Douglas Freedman, Chief Financial Officer
  • Jane Friesen, Managing Director
  • Eileen Costello, Director of Administration
  • Shama Chowdhury, Senior Accounting Associate
  • Danielle Kaminski, Studio Coordinator

Services

Branding

  • Identity Design
  • Design System
  • Art Direction
  • Packaging
  • Book Design
  • Activation
  • Campaign
  • Animation
  • Video

Interactive

  • Digital Strategy
  • Information Architecture
  • User Experience
  • Web & Interface Design
  • Digital Signage
  • Spatial Digital Experiences
  • Generative Visualization
  • Digital Implementation
  • Oversight

Strategy

  • Brand Strategy & Positioning
  • Brand Architecture
  • Communication Strategy
  • Messaging Framework
  • Naming
  • Experience Strategy
  • User Journeys
  • Curation
  • Content Development & Copywriting

Environments

  • Architectural & Interior Design
  • Environmental Design
  • Exhibition Design
  • Experience Design
  • Signage and Wayfinding
  • Activations
  • Placemaking
  • Playbooks

Selected Clients

1stDibs
American Academy in Rome
Apple
Aritzia
Arper
Brooklyn Museum
Calvin Klein
Carolina Herrera
CCTV
Chanel
Chilewich
Columbia University
Design Within Reach
Dia Art Foundation
Diller Scofidio + Renfro
Fondazione Prada
Foster + Partners
Fulbright Unviersity Vietnam
Ginori 1735
Glenstone
Google
Grand Palais
Guggenheim Museum
Harvard University
Hyundai
ICFF
iGuzzini
Instagram
Isabella Stewart Gardner Museum
JPMorganChase
Kate Spade
KAWS
Knoll
LACMA
Lincoln Center
Longwood Gardens
Lucas Museum of Narrative Art
Maharam
Malin + Goetz
Miami Art Museum
MillerKnoll
Miu Miu
Museum of Modern Art
Netflix
New York University
Nike
Novartis
NYC Tourism & Conventions
OMA
Prada
Procter & Gamble
Qatar Museums
Rauschenberg Foundation
Renzo Piano Building Workshop
Rolling Stone
Samsung
SHoP Architects
Shinsegae
Siam Piwat
Smithsonian Institution
Sony
Sotheby’s
Starbucks
Storm King Art Center
Studio Museum in Harlem
Target
The Brij
The Broad
The Clark Art Institute
The Metropolitan Museum of Art
The Miami Design District
The New York Times
The World Around
Tiffany & Company
Tishman Speyer
Triennale Milano
Valentino
Vitra
Whitney Museum
Yale University
Youtube