Bio
Liza is Partner and Creative Director at Studio Dumbar/DEPT®, an award winning international agency with a Dutch heritage, specialising in visual branding, motion and sound. Liza is directly involved with all main projects such as the Instagram motion identity, D&AD Creativity festival, OpenAI motion brand and DEMO - Design in Motion Festival. In 2004 Liza co-founded and co-hosts Typeradio.org a podcast on type and design. As of 2018 she has been elected member into the prestigious design association AGI, Alliance Graphique Internationale. And since 2021 is part of the D&AD Board of trustees - the Design and Advertising Association in the UK.
Studio Dumbar/DEPT® is one of the most historically significant studios in the Netherlands, founded by Dumbar. Today, it remains one of the best not only in the Netherlands but also in Europe and possibly worldwide. How difficult has it been, and what strategies have been used to maintain Studio Dumbar/DEPT® as one of the most relevant studios globally? Typically, a design studio lasts an average of 20 years, so maintaining this level of consistency suggests there might be a specific formula for success. Could you share more about that?
There is no expiration date to a design studio; how long or how short they last is not connected to a specific number of years. There are plenty of studios around the world that are a lot older than 20 years old. Regarding Dumbar I wouldn’t say there is a specific formula - that would be too easy. The studio was originally founded by Gert Dumbar in 1977, I think the core of the mentality that Gert installed in the studio was the freedom to design, to work together as a collective, the room to discover and dare to be yourself, to be self critical and willing to take risk and be authentic. This mentality has carried through the years within the studio - meaning it gives ownership to everyone that works there. We don’t work for someone, we work to do our best work together. And of course alongside that is our approach. We believe in the trinity: pure, simple and powerful. We strive to get to the essence of a brand, strategically and creatively — that’s the purity. Then we bring it to life with a design that is as simple as possible. If you succeed in this approach, by definition the visual identity will be powerful and live beyond trends of fashion and taste. Our approach and mentality has been constant the last 50 years.
DEMO Festival, Amsterdam, 2025
DEMO Festival is an impressive side project managed by Studio Dumbar/DEPT® and GLOBAL. How did you come up with the idea of organizing this type of festival, and, more importantly, what does it mean to you? With each edition, the festival continues to grow and is becoming increasingly global. Given this momentum, where do you see the endpoint for DEMO Festival at this stage?
DEMO, Design in Motion Festival is definitely one of my favourite projects. We initiated, organised and designed the largest motion festival in the world! We wanted to create a platform where designers could connect, exchange ideas, and share their visions and inspire. This need became the foundation of DEMO.
In the studio we are very much focussed on motion design. A lot of the work that inspires us on a daily basis is usually shared on instagram and limited to the eyes of designers only.
It was as early as 2017 that we had the idea to share the beautiful work we were seeing with a wider audience and create an exhibition accessible to a bigger public. We were lucky enough to be introduced to GLOBAL, the biggest outdoor media owners in the Netherlands who became our partners in this project and offered all their screens that were located in Amsterdam Central station for 24 hours to showcase motion designs from designers all around the world.
For us DEMO means SHARING, if you have an opportunity such as this - its important to share it with the design community. Our profession is still relatively unknown so finding ways to amplify it and celebrate it is important for all of us. It is obvious that if we can have an even bigger reach every year to spread the word - we want to go for it. So no we don’t think of end points, we just started.
DEMO just took place on January 30th and, for the first time, it was a global event. How was the experience, and what differences did you notice compared to previous editions?
It was extremely rewarding - that we could actually connect so many cities and show work from incredible designers around the world was brilliant! Of course every edition brings new complexities - multiple partners, different formats and more submissions. But in general the enthusiasm was just as big as in the first time.
DEMO Festival, Amsterdam, 2025
What kind of designer is Studio Dumbar/DEPT® looking for? I believe that talents from all around the world dreams of working for Studio Dumbar/DEPT® nowadays. Is there a specific skill set you look for when scouting new talent? I assume you’re no longer interested in the traditional, static graphic designer.
We are looking for people that are curious, unafraid to be themselves and feel comfortable working together. And of course nice people. We spend a lot of time together. In the studio we are a blend of visual, motion, sound, and code designers so yes we are always interested in visual designers.
Many of your projects are focused on motion, at least the ones you showcase. How does your creative process work? Is motion considered as the final layer of the project, or is it integrated from the beginning? How do you decide, for example, to develop an identity for a client and then determine that motion is the best route to express it? Do you animate as a result of the design process, or do you start from scratch by conceptualizing meaning directly through motion? Could you elaborate on how this approach evolves?
Motion brings a brand to life and Sound gives it reason to move. Every brand has a personality that is made of different components such as logo, colour typography, photography etc, motion and sound is an equally important part of that tool set. The way all these elements move or sound individually or together can really define the behaviour of the brand. So naturally when we start sketching we start with all elements together, with the same focus and strategy.
DEMO Festival, Hamburg, 2025
How do you see the world of design education right now and specifically in Italy, if you have any experience about that?
It's quite hard to make such a generalisation, I think it's important for schools to prepare students to embrace change and stay curious and always fearless. The tools we use to create are changing so fast in the last few years or even months that we need to be prepared for all types of change. Only with that attitude can we progress. And specific to Italian education I am happy to say 2 of the designers at Dumbar are Italian and there are several italian interns throughout the year, so I am sure there are schools there that share our mentality.
How do you see the role of the young graphic designer in the next years?
(The answer is included in the previous question)
DEMO Festival, Los Angeles, 2025
What advice would you give to a young graphic designer entering the job market today?
Don't be scared, just go for it, everyone starts from the beginning just like you.
