AYA

AYA is a multidisciplinary design practice founded by Artëm Hertz and Yana Karpenko, centered on the philosophy of reducing noise to reveal clarity. The studio positions itself as a thoughtful partner for brands seeking depth, emphasizing a process rooted in research, closeness, and refined craft rather than mere decoration. The visual identity is unapologetically raw and avant-garde, utilizing a high-contrast monochrome palette and expressive, hand-drawn elements. By blending heavy, brutalist typography with organic, sketch-like textures, the site communicates a sense of human touch and intellectual rigor. It targets sophisticated clients who value intentionality and bespoke creative direction over polished corporate aesthetics.