We were born to serve the transformation of your brand and business.
Born by Subtraction is an Australian design studio specialising in brand identity systems, graphic design, and creative direction. We partner with emerging and evolving businesses to craft meaningful brand experiences through solution-oriented design and visual communication.
Our studio is perfect for businesses seeking professional design services without the expense of large agencies. We also provide ongoing support for design, marketing, and digital agencies, functioning as an in-house design team for brands that need continuous creative assistance.
If you have a new project or are looking for a dedicated design studio, please get in touch.
Our office hours are 9 am – 5 pm (AEST)
Monday – Friday
Email info@bornbysubtraction.com
Call 1800 975 099
SERVICES
Branding. Graphics. Creative Direction. Strategy. Naming. Logo. Re-Brand. Brand Refresh. Consultancy. Campaign. Packaging. Print. Digital. Editorial. Environment. Content. Apparel. On-going Design Support.
Why we do, what we do.
DESIGN AS A CATALYST FOR POSITIVE CHANGE
We believe that design transcends aesthetics; it is a force for lasting impact and positive change. Our commitment is rooted in the belief that design is not just for the moment; it is a lifelong companion, capable of influencing a world for good. We strive to create designs that go beyond aesthetics, aiming to communicate effectively and evoke powerful emotions within our community. Our vision is to foster unity and collective strength, bridging the intersection of traditional and future worlds. At this epicenter, the unfolding of creation is a spectacle of unparalleled beauty, and it is our privilege to be part of this transformative journey.
Brands we've worked with
We have come here to create;
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As empathetic partners, we fully immerse ourselves in your world, transforming each project into a shared venture. Recognizing that your challenges are ours, and your success is our paramount goal, we measure our achievements by the milestones your business reaches. Serving as an intrinsic part of your success narrative, we take pride in contributing to every chapter we help script.
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At Born by Subtraction, we deeply honor our First Nations Culture. This dedication transcends design, signifying our commitment to making a positive contribution to the preservation of this rich heritage.
In respectful collaboration with reputable First Nations brands, notably our longstanding associates at Ngakkan Nyaagu, we anchor our work in authenticity. Together, we embark on a mindful journey, leveraging modern platforms for communication while fostering continuous learning and sharing. These collaborations are grounded in respect, trust, and responsible representation. Our mindful design practices sensitively communicate the essence of First Nations Culture in a contemporary context.
Engaging in continuous learning and sharing, both within our team and with the broader community, we aim to deepen the understanding of our First Nations Culture. Through collaborations, we promote a richer appreciation and respect for this heritage.
In every project, we approach design with mindfulness, recognizing the responsibility that comes with conveying these narratives across contemporary channels. Our goal is to visually captivate while remaining culturally respectful, with each visual element reflecting the sacred stories, values, and traditions —a harmonious blend of tradition and innovation. Together, we create designs that not only communicate but also celebrate the profound depth and richness of our First Nations Culture, ensuring its legacy thrives in the modern world.
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Our mission is to transcend mere aesthetics and create lasting value. Each visual element is meticulously crafted not just to catch the eye but to endure the test of time. We believe that true design excellence goes beyond trends, striving instead to leave a lasting impact on your brand and audience. Through thoughtful and purposeful design, we aim to enhance the intrinsic value of your brand, creating a visual language that resonates with authenticity and longevity. At Born by Subtraction, our commitment is not just to design for the present, but to cultivate enduring value that stands the test of time.
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At our core lives a profound appreciation for cultivating long-term, meaningful relationships. We thrive on collaboration with partners who resonate with our commitment to purposeful creation and innovative design, driven by solution-based thinking and a dedication to quality. Despite our digital presence, our network extends globally, fostering trusting connections with skilled co-creators and suppliers. Additionally, we welcome the opportunity to engage with your existing suppliers, demonstrating our commitment to supporting local communities. Our collaborative spirit knows no boundaries, transcending geographical distances to forge relationships grounded in trust, innovation, and shared purpose.
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Taking a considered response is our guiding principle at Born by Subtraction. We believe in thoughtful decision-making, approaching challenges with intentional contemplation. This ethos influences every aspect of our design philosophy, ensuring each creative choice is purposeful and impactful. It’s more than just reacting; it’s about responding with insight and understanding to deliver enduring solutions.
Our Story
Founders Louise Odelberg and Louise (Lulu) Ruttley embarked on their shared journey in 2009 at Billy Blue College of Design, where fate brought together a passionate lecturer and a promising student. What initially was an educational connection quickly evolved into a dynamic creative partnership, blossoming through collaborations on exhibitions and freelance projects. Their undeniable synergy laid the foundation for a fruitful relationship.
In 2015, they took a significant step forward by co-founding Soon, a venture dedicated to crafting intention-based designs and jewelry. Their unique approach and shared aesthetic resonated deeply, sparking an organic demand for their distinct design services. This success paved the way for the realisation of a long-nurtured concept: Born By Subtraction.
The name embodies their minimalist philosophy – subtracting what is unnecessary to reveal truth, beauty and purpose.
The evolution of Lulu and Louise’s partnership has been remarkable, transitioning from mentor and mentee to equal co-founders and collaborators. Their creative projects now span the globe, leaving creative footprints in cities like Sydney, LA, and Bali. They have mastered the art of long-distance collaboration, seamlessly blending their talents across continents and pushing boundaries together. Their minimalist yet profound design ethos continues to inspire.
As Soon evolves into their enduring legacy brand, Born By Subtraction remains the cornerstone of their creative journey. Through each design, Lulu and Louise infuse their signature style and ethos, supporting their loyal clientele in crafting meaningful experiences. Born’s essence lies in intentional subtraction, where every element is curated purposefully to reflect authenticity and intentionality.