2x4

2x4 is a multidisciplinary design consultancy and brand strategy studio founded in New York in 1994. Working across cultural, commercial, architectural, and civic contexts, the studio connects research and positioning with identity, spatial design, environmental graphics, and interactive digital systems.

Its practice spans brand strategy, graphic identity, creative direction, exhibition design, signage and wayfinding, digital experiences, and content development. 2x4 approaches projects as connected systems: translating conceptual narratives into physical environments, communications, and digital touchpoints.

Practice areas

• Branding: identity design, design systems, art direction, packaging, campaigns, animation, and video
• Interactive: digital strategy, information architecture, user experience, web and interface design, digital signage, and generative visualization
• Strategy: positioning, brand architecture, messaging, naming, experience strategy, user journeys, and curation
• Environments: architectural and interior design, exhibition and experience design, placemaking, activations, and wayfinding

Over three decades, 2x4 has developed sustained collaborations with cultural institutions, architectural practices, and global lifestyle brands. Its work for Prada and Fondazione Prada has included runway environments, wallpaper installations, exhibition graphics, and identity work for Prada Epicenters. The studio has also collaborated with architecture practices including OMA/Rem Koolhaas, Diller Scofidio + Renfro, and Foster + Partners on environmental graphics and wayfinding systems.

Selected work includes environmental graphics and signage for Beijing’s CCTV Headquarters; a visual identity overhaul and the “#WhatsGoodNYC” campaign for New York City Tourism + Conventions; digital storytelling and graphics for the Starbucks Reserve Roastery in Shanghai; Lincoln Center’s campus-wide identity and wayfinding program; and the visual identity system for Triennale Milano’s 2022 international exhibition.

2x4 operates from New York and Beijing. In 2025, it joined The Independents while continuing as a design and brand-strategy practice within the group.