Meet Regina Rozner, Founder and Art Director of Orion The Studio

“I have always paid attention to how things feel before asking why they feel that way.

The typography on a restaurant menu. The weight of a box. The photography chosen for a campaign. The amount of space around a word. The light in a hotel lobby. Individually, these decisions can seem small. Together, they determine perception.

That relationship between aesthetics, psychology and value eventually became the foundation of my work as a brand designer and art director, and of Orion The Studio.”

From design to perception

My background is in UX,UI, graphic and media design in Germany, but over time I became increasingly interested in something broader than individual design outputs.

I wanted to understand why certain brands immediately feel established, desirable or trustworthy while others, sometimes offering an equally good product, struggle to create the same perception.

The answer rarely comes down to a logo alone. It is the entire visual world around the brand.

My approach to branding

Today my work sits between brand strategy, brand identity and art direction.

Before defining how a brand should look, I look at where it exists: its market, competitors, audience, positioning and the expectations people bring to its category.

Strategy gives the visual direction a reason to exist. Art direction gives that strategy a world people can see and feel.

I am particularly drawn to premium and luxury brands because in these markets perception carries enormous weight. The smallest details can change whether something feels ordinary, considered, desirable or worth paying more for.

Orion The Studio

I founded Orion The Studio to bring these disciplines together.

The studio works across brand strategy, identity, art direction and digital design, with a particular focus on fashion, beauty, hospitality and lifestyle.

My ambition for Orion is not to produce more design for the sake of design. It is to build distinct visual worlds around businesses with something worth noticing.

Because people rarely experience a brand as a logo. They experience a world.

And my work is to decide what that world should feel like.