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

Brand Identity. Naming. Editorial. Digital. Print. Packaging. Environmental. Social Content. Apparel. Campaigns. Consultancy. Strategy. Art direction. Ongoing Design Support.

A large black rectangular structure floating above the water with a partly cloudy sky in the background.

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

Logo for Billy Blue College of Design featuring a pink pencil icon and gray text.
Black text spelling out 'REL' with a period underneath, set against a white background.
The logo of the World Health Organization featuring a staff with a snake coiled around it, surrounded by olive branches, and the text "World Health Organization" beside it.
Illustration of a black horse jumping over a fence.
The logo for Grew & Co.
Diagram of a nitrogen molecule with labels, and text 'N2Y' in black.
A person standing on a snowy slope with a dog, surrounded by tall snow-covered trees, under a cloudy sky.
Superbest logo with a stylized flower and the word 'superbest' written in lowercase cursive
Black text saying "Loco Love" on a white background
The word 'Vibe' in bold black letters, with a background text that reads 'LIGHT MUSIC & IDEAS'.
Black and white drawing of a cat wearing headphones, surrounded by musical notes.
Logo with a triangle and a stylized 'A' inside, alongside the text 'The Indigo Project' in black font.
Series of four dotted circles vertically aligned with the words 'Good Vibes' underneath
Logo with the text 'City of Sydney' and a circular emblem, with a green ring containing the year '2020-2030' on the right side.
Logo of CATC Design School with a yellow circle and gray text
Logo with mountain outline inside concentric circles and the word 'therapeutts' to the right.
Close-up of a spider on a leaf in a forest.
  • 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

  • It's always a pleasure working with Born By Subtraction, you get the best of both worlds of having on tap designers that feel like they are part of the in house team. I've never worked with someone as fast as Louise! We appreciate all the care and support we have received over the last 8 months. Thank you! x

    Mollie Gray
    – Marketing Manager, Loco Love

  • Incredible work and a real pleasure to work with - looking forward to our next project together.

    Leo Bellis-Jones
    – Founder, RIPL

  • I've worked with Born By Subtraction over the past five years on a wide range of projects across a number of genres and they have always exceeded expectations. Not only is the final product outstanding, but their approach to design is simple, elegant and pragmatic making them a pleasure to work with.

    Angus Morton
    – Founder, Thereabouts

  • I loved working with Louise and Lulu, their dedication and professionalism were exceptional. I had my branding design done for my new brand, can’t recommend them enough.

    Carol D.
    – Founder, Synced

  • A wonderfully creative duo to work with, fast and always elegant in delivery.

    Theme Rains
    – Co-Founder, Synthesis Organics

  • Amazing, efficient and timeless design with excellent service.

    Lisa Weizenmuller
    – Marketing Manager, SuperFeast

  • Outstanding job, always delivered on time and I am super super happy with the branding of my product. I can highly recommend Born By Subtraction.

    Benjamin Popp
    – Founder, Soulsome

  • BBS creates beautiful designs that are innovative, modern and intelligent. They can design to brief or generate creative concepts to suit project purpose and customer need. They are realistic with timeframes, delivers to deadline and never compromises on quality. BBS have a focused design eye with an ability to conceptualise beyond current design trends, to create something unique while meeting your needs.

    Kate Forrester
    – Founder, KAF&CO

We have come here to create;

A large black rectangular block floating in the sky above a barren desert landscape with rolling hills in the background.

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.

Two people jumping on a dirt road in a rural landscape with mountains and clouds in the background.
Two people walking on a dirt road in a rural landscape with hills, trees, and a cloudy sky, one person is jumping with arms spread wide.
Two women standing and dancing on a dirt road in a rural area with hills and trees in the background, under a partly cloudy sky.
Two women are jumping and holding hands on a dirt road in a rural landscape with hills and trees under a partly cloudy sky.