INTERVIEW NO. 9
The White Room
The White Room (TWR) is a Toronto-based creative atelier founded in 2008 by Karolina Łoboda and Neil Rodman.
We have both been designing for the past 17 years and our studio focuses on branding and art direction for the arts & culture and fashion sectors.
We love collaborating with clients who seek distinctive and innovative design solutions through creative nonlinear thinking, enduring design and premium execution.
Our experience includes partnerships with visionary entrepreneurs, mindful corporations, local artisans and cultural institutions–big or small, local or global.
How do you describe your work?
We believe in powerful storytelling, strong visuals and intelligent strategy. We approach each design problem intuitively, without preconceived notions or the pressure to conform to established norms. We uncover the true essence of a brand and merge this with our client’s ambition. Our approach leads to contemporary and thoughtful solutions that have a meaningful impact on our client’s business and connect to your heart and mind.
A designer o studio you admire?
We admire the work of Paris design studio Les Graphiquants. Their work is beautiful, artistic and poetic.
Could you tell us about any of your projects?
Most recently The White Room designed and branded the label of Pratima, a luxury resort-wear clothing line start-up. As well as producing a complete campaign shoot for the brand, we created a sophisticated, classical identity and designed print collateral, packaging and e-commerce materials. Our word mark consists of slightly arched lettering over undulating lines to suggest the sun rising over water. The use of letterpress and foil conveys a sense of luxury consistent with tropical island paradises, relaxing getaways, sunny beach days, sundowners and nights under the stars.