Tell us about the studio: Who are the founders, how many employees, where are you based, what’s your speciality, any details you’d like to share.

We’re a duo who stumbled into starting our studio after a client in the US suggested that it would be easier for us to be self-employed rather than on their payroll. We’ve never looked back. We’re a British-Swedish partnership, and I believe we’ve always leaned on our love of all things Scandinavian, from the beautiful countryside to the minimalist aesthetic and lifestyle, even though we’re based in rural Oxfordshire. Over the years we’ve worked with many amazing illustrators, 3d artists, developers and copywriters and we bring them into projects when we can so we are very small and flexible.

What is the story behind the name of the studio?

Our studio's name is a blend of our surnames, Lundqvist and Dallyn. Sara Lundqvist brings a touch of Swedish heritage, while Sam Dallyn adds a hint of British roots. By combining our surnames, we aimed to create a name that reflects the unique blend of our cultures and the collaborative spirit of our partnership.

Which topics or industries are you most passionate about and focused on?

Our shared passion for typography in design led us to start creating our own typefaces purely for fun. This hobby quickly evolved into something more significant when we decided to showcase our creations on an Instagram account called typo72typo. The positive feedback we received encouraged us to offer custom typefaces to our clients, which became incredibly popular. One notable example of our work is the custom typeface we designed for Peden & Munk. This all-caps typeface features letters that are meticulously crafted to have a close relationship and precise kerning, resulting in a bold, graphic style that complements their vibrant photography.  As our typeface collection grew, we recognized the potential to turn our passion into a business. We established a small type foundry, where we could not only sell our typefaces but also showcase the custom designs we created for our clients. This venture allowed us to combine our love for typography with our desire to provide unique, tailored solutions for designers and businesses alike. Our journey from a fun side project to a thriving type foundry has been both exciting and rewarding, and we look forward to continuing to innovate and inspire through our work.

Do you listen to something or play music while working?

Yes, we enjoy listening to music that’s funky and soulful. We like artists and groups such as SZA, Tom Misch, Tribe, Shad, and Stevie Wonder, to name a few.

How does the team wind down or spend quality time together?
 

Our team loves to unwind by grabbing coffee together. One of our favorite spots is Lynwood in Lechlade, an Australian-owned café. It's the perfect place to relax, chat, and enjoy an amazing black coffee over breakfast. We also like to hang out after work, whether it's for dinner, drinks, or just a casual get-together. Spending time together helps us stay connected and enjoy each other's company.

What’s the hardest thing about running a studio?

Finding a balance between making money and doing work we enjoy has been a journey. When we first started, we relied heavily on one main client who paid well but whose projects were uninspiring. This dependency became a significant issue when they suddenly disappeared, causing us a lot of stress and taking a while to rebuild our business. Being desperate for work can be a real turn-off for potential clients.

What’s the best thing about running a studio?

Over time, we managed to rebuild and diversify our client base, ensuring we no longer rely on a single client. We also make a conscious effort to take on projects that inspire us, even if they aren't as financially rewarding. These projects allow us to create innovative work and collaborate with creatives from different fields, which keeps our passion for design alive and thriving.

When was the last time you said ‘no’ to a new client or project and why?

We often get emails—almost every day—from people who urgently need design resources but have limited budgets. They can be pretty pushy. We're open to working with clients who have smaller projects, as long as there's some flexibility and we can get something out of it too.

What's the best advice you can give about working with clients?

The best advice I can give is to keep communication open and honest. The projects that have gone the best for us are the ones where we've had good back-and-forth with the client. Listening to what the client needs and giving your own feedback is key. When both sides are involved and sharing ideas, it makes for a much better project and a more enjoyable experience for everyone.

Thank you Lundqvist & Dallyn!