As part of our Thai Design in Focus series, we speak with the Design Directors and Partners of Cofounder Design Studio to explore their design philosophy, unique client collaborations, diverse sources of inspiration, and more.
Cofounder Design Studio is a multidisciplinary design firm based in Bangkok, with over a decade of expertise in communication design. Specializing in corporate branding, hospitality design, book design, advertising, and more, the studio has successfully completed a diverse range of creative projects across various sectors.
As they write on their website, “Remember that bad design shouts at you. Good design is the silent seller,” a reflection of their approach to design—subtle yet impactful.
Cofounder Design Studio’s esteemed clients include Bangkok Airways, Betagro Group, and Central Pattana Public Company Limited (CPN), among others, and they continue to push boundaries in creating designs that are both functional and visually compelling.
For our Thai Design in Focus series, we spoke with Thitiwat Rungsarityotin and Tantip Manomaiphan, Design Directors and Partners of the studio about their design philosophy, client collaborations, sources of inspiration, and more.
To be honest, the traditional Thai style doesn’t have a strong influence on our work, partly because our clients are not focused on a conservative or traditional approach. This aligns with the current trends in Thai society, where modernity and innovation are highly valued.
Instead of relying heavily on traditional elements, we incorporate Thai typefaces in ways that suit contemporary branding needs. Our approach is subtle, drawing inspiration from the essence of Thai character, curves, and motifs, such as the graceful lines of Kanok patterns or calligraphic details, but reinterpreted in a modern context to reflect today’s aesthetic.
We’re currently focused on blending Chinese and Thai influences in our design work. With the growing presence of Chinese communities in Thailand, many of our clients are now targeting a predominantly Chinese audience, inspiring new creative approaches. Given that we are of Thai-Chinese descent, we naturally feel a strong connection to this direction, making it especially meaningful and authentic for us.
Personally, we feel that Thai culture is vibrant and open, with a unique sense of humor. Thai people enjoy a wide range of styles, from minimalistic, understated designs to bold, attention-grabbing pieces.
“What sets Thai graphic design apart is the daring mindset—the confidence to use loud, vibrant color combinations, even those palettes seemingly outdated.”
What sets Thai graphic design apart is the daring mindset—the confidence to use loud, vibrant color combinations, even those palettes seemingly outdated. Yet, when matched with the right project, these bold choices often create surprisingly harmonious and impactful results.
Like designers around the world, AI definitely influences our work. At the very least, it helps simplify processes, including creating designs and visual concepts for storyboards.
However, when it comes to using AI at a high level to create truly refined work that aligns with the principles of skilled Thai artisans, to be honest, we haven’t seen that yet—or if there are examples, they are few and far between. It will likely take some more time and machine learning before we see Kanok patterns that truly reflect the ideals of craftsmanship, created by AI.
Haha, we have to admit, that quote is something we found online. There’s no need for much explanation because it conveys the message so clearly—not just for our clients, but also as a reminder for us as designers.
In fact, in our studio, we have a large framed poster with the quote, “Design is the silent ambassador of your brand,” by Paul Rand. It serves as a constant reminder for us with every project we work on.
Both quotes carry the same meaning, but who would dare make a master’s words like Paul Rand’s the core value of their own design firm on their website? We certainly wouldn’t, haha!
We strongly agree that today’s clients are more confident in making design decisions, often prioritizing design reasoning over other factors. They already have a good sense of taste and understanding.
We believe that the environment around us plays a big role in this shift. Our job is to translate their vision into a visual language.
If you look at our work, you’ll notice that it’s always tailored to meet our client’s needs—there’s no project where we impose our own style and try to match it with a client.
That’s simply not how we work. This is why our studio doesn’t have a signature style, but rather adapts to each unique project. This is the challenge we enjoy every time we work with new clients.
We’re not worried about the new generation of designers, especially when it comes to skills and taste. We see that most of them are already doing great. Today’s technology gives them access to more great design work than we ever had in the past.
Our only advice is to be true to yourself. If you want to succeed in this field, responsibility in your role is incredibly important.
If you explore our portfolio, you’ll find it’s filled with commercial work. However, the projects that truly make us feel good and proud are our personal art pieces, which have a nostalgic, almost “vintage” vibe.
We intentionally created textures that give off a Lofi aesthetic. We named this project PosterEcho, a series of digital posters designed to communicate something meaningful and reflect the social context of Thailand at that particular time.
As we mentioned earlier, both of us come from Thai-Chinese families. So, if you take a closer look, you’ll notice that the art direction of PosterEcho has a strong Chinese influence. But what’s interesting is that the content hidden within each piece, as well as the color palette we’ve used, is very Thai.
These are stories that only Thai people would truly understand—blending our cultural heritage, local nuances, and a unique identity that speaks to the heart of Thai society.
Something symbolic of Thai design that someone visiting should see:
It might sound like an abstract answer, but we believe that true Thai identity lies in the openness to everything, the lack of strict rules, and the unique sense of humor that defines us.
A Thai designer or artist that you would love to collaborate with or have been inspired by:
We would have loved to collaborate with the late Ajarn Thawan Duchanee. He was a true role model for senior artists, embodying Thai culture and humor in his work while creating powerful art. It’s such a shame that he has passed away.
Your go-to source for creative inspiration in Bangkok:
We love seeking inspiration from places in Bangkok’s old town areas like Charoenkrung, China Town – Yaowarat, and Song Wat Road. The way typefaces are used on old shop signs and buildings, combined with the modern surroundings, is surprisingly harmonious.
It’s incredible how some of these vintage hand-painted signs, nearly 50 years old, still look so contemporary and timeless—truly a perfect blend of the old and the new.
To be honest, as a mid-career designer with about 15 years in the field, inspiration is truly all around us. You don’t need to visit fancy libraries or cool museums to experience great design anymore.
Going out, enjoying leisure activities, listening to music, playing sports, or just engaging in hobbies you enjoy—these are all great sources of inspiration that can keep you connected to this profession for the long haul.
