Born By Subtraction is founded on a simple philosophy: subtract what is not essential to purpose, make space for what matters most, and allow every element to serve a brand’s truth.
We are a brand and design studio creating considered identities and evolving brand worlds.
Through strategy, identity and creative expression, we help brands define who they are, refine their presence and transform how they show up in the world.
Operating between Byron Bay and regional Australia, our satellite studio works with clients and creative partners across Australia and internationally.
SELECTED CLIENTS
City of Sydney
World Health Organization
Loco Love
Malmö City
Vivid Sydney
Superfeast
Billy Blue College of Design
Torrens University Australia
DESIGN SERVICES
Brand Identity. Strategy. Naming. Editorial. Digital. Print. Packaging. Environmental. Campaigns. Creative Direction. Consultancy. Ongoing Design Support.
We have come here to create;
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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.
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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.
The Studio
Born By Subtraction was founded by Louise Odelberg and Louise (Lulu) Ruttley, a creative partnership shaped across disciplines, continents and more than a decade of creating things of lasting value.
What began as a creative connection evolved through exhibitions, independent projects and eventually the founding of Soon in 2015. As Soon evolved, an organic demand for their design work followed, giving form to an idea that had been quietly taking shape for years: Born By Subtraction.
In 2017, Lulu and Louise established their first ‘satellite studio’, beginning a way of working together across distance that would become intrinsic to their practice. From Sydney to LA, Bali and now Australia, their partnership has evolved across places, disciplines and different chapters of life, while their approach to design has continued to deepen and evolve.
Today, Born By Subtraction works with brands globally, creating considered identities and evolving brand worlds. At the heart of the studio is a belief in design as something that extends beyond aesthetics - building meaningful relationships, creating lasting value and using creativity as a force for positive change.
