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

DESIGN 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

  • Born By Subtraction has worked with SuperFeast for many years and has consistently provided timely, sophisticated designs and artwork, greatly contributing to our elevated brand position in the market. Their work is effective and diverse with great attention to detail.

    Maria Collyer
    – Chief Operating Officer, SuperFeast

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We have come here to create;

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.