The creative partnership of Aida Novoa and Carlos Egan, known as Studio Patten, is a testament to the power of diverse backgrounds and a shared passion for design. Hailing from the verdant landscapes of Galicia, Spain, and the vibrant heart of Buenos Aires, Argentina, respectively, Novoa and Egan have woven their distinct experiences into a cohesive and compelling design practice that thrives on exploration, introspection, and a deep appreciation for the past.
The Genesis of a Creative Collaboration
Studio Patten’s journey began not in a singular moment of inspiration, but through a gradual confluence of professional paths and personal connection. Aida Novoa, steeped in the cultural richness of northern Spain, and Carlos Egan, shaped by the dynamic energy of Argentina, both honed their skills in graphic design. Their professional lives intersected while Novoa was still a student and Egan was navigating the fast-paced world of a design agency. This initial encounter blossomed into a shared creative endeavor, one that they have meticulously cultivated ever since.
"This diverse background has given us the necessary experience and confidence to embark on a creative project together," they explain, underscoring the foundational strength derived from their individual trajectories. This sentiment is echoed by Novoa, who reflects on the value of her prior experience: "I honestly can’t imagine having decided to set up my own studio at 20. Everyone has their own timing." This patient accumulation of knowledge and self-assurance has been instrumental in their ability to build a studio that is both robust and adaptable.
Their creative wellspring is deliberately expansive, drawing inspiration from a rich tapestry of disciplines. Cinema, architecture, literature, fashion, and music are not merely influences but integral components of their conceptual framework. This broad approach allows them to infuse their work with multiple perspectives, as they articulate: "Design should be a shared effort, and that’s why each of us brings their own creative lens and passions into the mix." This philosophy of shared creation is central to Studio Patten’s ethos, ensuring a dynamic and multifaceted output.
A Visual Archaeology of Inspiration
Studio Patten describes their approach to finding inspiration as akin to that of a "visual archaeologist." Their explorations lead them to the dusty corners of secondhand bookshops, the curated archives of the internet, and the niche blogs dedicated to antique publications. It is within these repositories of forgotten ephemera that they unearth treasures – vintage children’s illustrations, old technical catalogues, and coloring books from the 1930s.
"A 1940s French activity book or a vintage cigarette card can be incredibly inspiring," they state, their words conveying a genuine reverence for these artifacts. The appeal lies in their "timeless honesty that feeds our soul." What captivates them about these objects is not just their age, but the inherent design qualities they possess. They are drawn to the often limited, yet impactful, color palettes, the charming imperfections of vintage printing techniques, and the bold, simplified representations of everyday objects. This fascination with the past informs their present, grounding their contemporary design in a rich historical context.
Their pantheon of artistic influences includes luminaries such as Philippe Weisbecker and Nathalie Du Pasquier, artists whose work embodies a similar spirit of considered simplicity and visual intelligence. Furthermore, they actively engage with the work of contemporary studios, demonstrating an awareness of the current design landscape. While trends are acknowledged, they are approached with a discerning eye. "We don’t shy away from them," they assert, "but we don’t let ourselves get carried away either." This balanced perspective ensures that their work remains relevant without succumbing to fleeting fads, prioritizing enduring design principles over ephemeral trends.
The Methodical Dance of Creation
Studio Patten employs distinct methodologies for their illustration and design projects, each characterized by a blend of individual exploration and collaborative refinement. For illustration endeavors, the process commences with a period of solitary creation. Both Novoa and Egan independently sketch by hand, allowing their initial ideas to flow without constraint. This phase is followed by a crucial convergence, where they meticulously compare, analyze, and critically assess their individual sketches. This iterative process of refinement, often involving further sketching, continues until a resonant concept emerges. Only then does the work transition into the digital realm.
"Whether it’s design or illustration, we prefer to deliver projects that are nearly finalised," they explain, highlighting the efficiency and clarity this approach brings to client presentations. This ensures that clients are presented with a well-developed vision, making it "much easier to visualise the result."
For design projects, typography serves as the unassailable starting point, a fundamental element that they describe as "the foundation of everything." This is followed by the careful consideration of composition and visual hierarchy, ensuring that information is presented with clarity and impact. A crucial, and perhaps often overlooked, aspect of their creative process is the deliberate inclusion of time away from projects. They emphasize that "time away from a project is just as important as time spent on it," asserting that "disconnecting is where many of their best ideas begin." This recognition of the importance of incubation and serendipity underscores a mature and holistic approach to creative problem-solving.
A Portfolio of Divergent Yet Unified Visions
Studio Patten’s portfolio showcases a remarkable ability to navigate a broad spectrum of project briefs, united by a consistent underlying spirit. Two projects, in particular, exemplify this duality and coherence. The first is an ongoing personal project: a book exploring unexpected shapes and visual mutations. This ambitious endeavor is still in its nascent stages, driven by a premise that prioritizes form over intricate detail, employing blocks and abstract shapes to challenge conventional perceptions of reality.
"We want to create a point of disruption," they explain, articulating their desire to "taking an object or a fact that we considered definitive and shifting it toward another place, another form." This project serves as a testament to their ongoing artistic exploration and their commitment to pushing the boundaries of visual language.
In stark contrast, yet embodying a similar design sensibility, is the editorial style guide they developed for DK and Penguin Random House. This commission involved art-directing and illustrating a series of philosophy textbooks aimed at children and young people. The inherent challenge lay in rendering a complex and often abstract subject matter into an accessible and engaging format for a young audience.
Their solution was to create a bridge for young minds, ensuring the content felt "made specifically for them." This was achieved through the strategic deployment of bold, vibrant color palettes and clean, geometric illustrations. The visual language employed is both stimulating and clear, making the philosophical concepts approachable and inviting. This project demonstrates their adeptness at applying their aesthetic principles to meet the specific needs of diverse audiences and subject matter.
The Evolving Identity of Studio Patten
Studio Patten actively eschews the pursuit of a singular, easily definable visual signature. Their ambition is not to be pigeonholed into a rigid aesthetic, but rather to foster a continuous evolution within their practice. "We don’t want to lock ourselves into a rigid visual identity or a single, fixed personality as a studio," they state. "We want to keep evolving." This commitment to growth and adaptation is a cornerstone of their creative philosophy.
What they do aspire to is for their work to possess a layered quality, to invite multiple interpretations and allow each viewer to engage with it on their own terms. This desire for open-endedness ensures that their designs are not merely functional but also intellectually and emotionally resonant.
Looking ahead, Studio Patten is poised to continue the development of their personal book of shapes, a project that promises further exploration of abstract forms and visual disruption. They are also collaborating on an exhibition with Wonder Ponder, an educational and philosophical publisher renowned for its innovative approach to introducing complex ideas to audiences of all ages through play. While commercial projects are also in the pipeline, details remain under wraps, hinting at future endeavors that will undoubtedly showcase their signature blend of creativity, intelligence, and a global perspective. Studio Patten’s journey is a compelling narrative of artistic growth, rooted in diverse experiences and propelled by an unwavering dedication to the transformative power of design.
