Consistency at scale, a day without deadlines, and AI used the right way

Most people notice a brand’s visuals one at a time: a banner, a social post, a slide in a deck.

The harder work is the part nobody notices. It is making hundreds of those pieces look like they came from the same place.

For this edition of Supertree Community Lens, our monthly series introducing the people behind the Supertree ecosystem, we spoke to Marius Dumitru, Founder & Creative Lead of Gorilla Studio, the creative studio that helps brands such as Okta, Asana, Wiz and Braze keep their visual identity consistent across every channel.

We talked about where the name comes from, why the studio works without deadlines or meetings, and which creative trend Marius thinks is overrated right now.

Q: Hi Marius! Where does the name “Gorilla” come from, and does it say something about how you work?

Marius: One of our founding principles was to find a name that was short, memorable and easy to pronounce.

We chose Gorilla for its strong impact, something that is also reflected in what we do. And because it is unconventional, the name becomes a conversation starter every time we introduce ourselves.

Fun fact about gorillas: their arms are longer than their legs! 💡 🦍

Q: What is a project you are proud of that most people would never guess came from your studio?

Marius: The visuals we create have more impact in volume than individually, because together they help a brand keep its image consistent.

That is why companies like Okta, Wiz, Asana and Braze have chosen Gorilla to keep their identity right across multiple communication channels.

Q: So what does a typical day look like for the team, and what part of it would surprise an outsider?

Marius: A day at Gorilla starts with a fresh coffee and prioritising tasks. Then comes the creative process, and then delivery to clients; all in a pleasant space with music and colourful lights [Author’s note: coziest office award contestant? We can confirm: between the tailored lights and the background music, Gorilla has one of the coolest offices at Supertree]

What is less common in our industry is this:

We don’t have deadlines or meetings.

Our workflow is built so that there is no delivery pressure, and communication happens instantly, without the need for a scheduled meeting.

Q: Sound like a dream! And what is one creative trend you think is overrated right now, and one that is underrated?

Marius: Now that anyone can use AI models to generate visuals quickly, we are starting to recognise patterns that lead to a standardised style, one without individuality.

Yet the same AI models, used as a complement at different stages of the creative process, can deliver far more impressive results.

Q: If another Supertree tenant wanted to work with you, what is the best kind of problem to bring you?

Marius: The ideal partnership is with a company that already has a visual identity, more or less developed, and is at the stage where it produces a steady flow of communication materials.

Gorilla works as an extension of the existing team, adapting those materials to the brand’s visual identity and making sure it shows up consistently everywhere.

Learn more about Gorilla at gorillastudio.ro Producing more brand materials than your team can keep consistent? Gorilla is already working a few doors away!

The Community Lens

Community Lens is a monthly Supertree series created to make our ecosystem a little less anonymous.

Each edition introduces 2–3 founders, executives, professionals and partners from within the community, through the decisions they have made, lessons they have learned and ideas they are currently building.

Because sometimes the person, expertise or introduction your business needs is already working a few doors away.

Want to be featured in an upcoming Community Lens? Get in touch with the Supertree team.