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Ideas before aesthetics
A strong identity starts with a clear idea. Every visual choice should serve it.
STUDIO
An independent creative studio, born in Belgium
INITIAL® builds brands, identities and digital experiences at the intersection of design, curiosity and technology.
INITIAL® was founded in Liège in 2026 on a single conviction: branding no longer stops at the logo. It gets coded.
The studio treats every identity as a living system, where design and technology move forward together. Creative coding, generative tools, AI and interactive prototypes help build brands that adapt, respond and roll out across every touchpoint, from screen to physical space.
The name is about beginnings: the first meaningful expression of an idea, and foundations built to last.
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Technology as a medium
Creative coding, generative systems and AI are part of our vocabulary, not just our toolkit.
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Flexible by design
No signature style imposed. Each solution starts from the brand, its audience and its culture.
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Built for the real world
A system has to live beyond the presentation: web, campaigns, social, motion, print.
OUR APPROACH
Understand, define, create, evolve
We work closely, from the first idea to its real-world execution, and often stay alongside the brand long after launch.
INITIAL® was founded by Noé Garsoux, a Belgian brand designer and creative technologist. He started graphic design in 2019, at 15, and went freelance in 2022 while still studying. From early on, his work took shape where strong identities, technology and experimentation meet. Today, INITIAL® is a team: designers, developers and creative technologists brought together around Noé, each with their own discipline. The studio keeps the curiosity and closeness of an independent. You work directly with the people making the work.
Tell us about your projectSectors
Where we work
Four arenas where a brand has to be recognized before it’s explained.
Culture
An identity recognized everywhere
The challenge
Music, art, venues: varied formats, produced fast.
Sport
Legible from jersey to screen
The challenge
A system that holds up in a saturated visual world.
Technology
An image that matches the product
The challenge
Aligning the brand with the technology’s real maturity.
Entertainment
A brand that keeps pace
The challenge
Lots of content, an identity that never gets diluted.
JOURNAL
Notes on brand and design
Practical thinking on positioning, visual systems and how a brand rolls out across its touchpoints.
FAQ
Frequently asked questions
How Initial works, what the studio delivers and how to start a project. Have a question that’s not here?
Tell us about your projectInitial is an independent creative brand design studio, founded by Noé Garsoux and based in Liège, Belgium. The studio designs identities, visual systems, digital experiences and campaigns.
Founders and leadership teams at startups and scale-ups, marketing teams at sport, culture, entertainment and tech brands, and agencies looking for a partner in branding, digital design, motion or creative technology.
One studio. You work directly with the founder, and the team is assembled around the project’s needs, with no layers of account management.
No. A logo is just one element. The studio builds complete brand systems that work from the logo to the website, campaigns, social and presentations.
From Belgium, with projects delivered for clients and partners across Europe, the United States and the Middle East. We work in French and English.
Culture, sport, technology, entertainment and startups. The studio has contributed to projects for X Games, G2 Esports and Abu Dhabi Gaming, among more than 50 brands we’ve worked with.
With meaning and positioning. Before designing anything, we clarify what the brand stands for, who it speaks to and where it needs to be recognized.
A set of documented decisions — typography, colors, grids, iconography, imagery principles, usage rules — that makes it possible to produce new assets without losing consistency.
Depending on scope: brand platform, logo and visual system, guidelines, Framer website and design system, campaign concepts, key visuals, social templates, motion direction, pitch decks.
As a process tool: automation, creative coding and rapid prototyping when it genuinely improves quality or speed. It’s never what the brand is about.
In short cycles, with regular check-ins and decisions made along the way. You work directly with the creative director, not a go-between.
Yes. Many projects are about bringing consistency and distinctiveness to a brand that already exists but whose assets seem to belong to different brands.
A brand project with a defined scope, an ongoing partnership as recurring creative capacity, a focused team assembled around the project, and white-label collaboration with agencies.
Noé Garsoux leads projects directly and, when needed, brings together the right designers, motion artists and developers for the job.
You get ongoing creative capacity: a continuous flow of design requests, priorities set together and a meeting cadence matched to your plan.
Yes, when positioning and confidentiality allow. The studio can step in on branding, digital design, motion or creative technology.
Source files and usage rights are transferred at the end of the project, under the terms agreed at the start of the engagement.
Yes. A one-off project with a clear goal, scope, timeline and deliverables is often the best place to start.
Recurring plans are designed as a flexible alternative to hiring an in-house creative team. For a brand project, the budget depends on scope and timeline.
On an ongoing partnership, average turnaround is 48 to 72 h for standard requests, and 24 to 48 h on the most integrated plan. A full brand project is planned over several weeks.
Yes. Recurring plans are monthly and can be scaled up or down based on actual workload.
On the Essential plan, one active task at a time. The Growth Partner and Brand Partner plans offer higher priority and availability.
No. Commitment is discussed at the start, but the value of an ongoing partnership usually shows after a few months of working on the same system.
Tell us what you’re launching, repositioning or evolving. We’ll come back with the recommended scope, timeline and next steps.