We were born to serve the transformation of your brand and business.

Born By Subtraction is a brand and design studio creating considered identities and evolving brand worlds.

Through strategy, identity and creative ecosystems, we partner with brands to 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 collaborates with clients and creative partners across Australia and internationally.

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. Strategy. Naming. Editorial. Digital. Print. Packaging. Environmental. Campaigns. Creative Direction. Consultancy. Ongoing Design Support.

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

OUR PHILOSOPHY

Subtract what is not essential to purpose.

By removing what is unnecessary and focusing on what matters most, we create thoughtful design systems that feel intentional, meaningful and made to last.

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

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.

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.

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.

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.