About me | Studio Fress

Hi, I’m

Chen Jiang

I design brands you’ll be
proud to stand behind.

Born in 2001 in Figueres, Catalonia, to Chinese immigrant parents, I grew up in an environment shaped by discipline. From an early age, I was taught to fully commit to what I do, to always take initiative and to value hard work over shortcuts. Growing up, my days were mostly spent between school and extracurricular activities, from sports like tennis and swimming to language classes.

I’ve always been drawn to both logic and creativity, which is why I first chose to study architecture, a field that seemed to combine the two. After three years, I realized my true passion lay elsewhere. What I enjoyed most was designing and presenting ideas, which eventually led me into graphic design. At 21, I started studying graphic design at BAU, College of Arts and Design. The project-based approach, with no traditional exams, pushed me to manage my time more effectively, to constantly apply what I was learning and to be more intentional with my decisions.

Today, I combine analytical thinking with creative exploration to build clear systems and strong concepts. This same approach led me to create Studio Fress, my design practice focused on building brands people are proud to believe in and stand behind.

I’m currently based in Barcelona, though I’m not tied to one place. With a laptop and an internet connection, I can work from pretty much anywhere. I guess that’s one of the perks of being a designer.

Manifesto

I believe in precise, almost surgical design. Fewer decisions, but better ones. To say more with less. My approach is methodical, built on clear systems that create a solid foundation. Still, I’m not rigid. When a project calls for it, I don’t hesitate to break the rules.

I don’t follow trends. The goal is to create work that outlasts them.

Naturally optimistic, I embrace technological progress. Curiosity pushes us forward whether we like it or not, so I see technology as a doorway to the future.

Humor and wit help me communicate complex ideas and make them memorable. Work that truly connects tends to stay.

I’m obsessive about the details. That’s where quality lives. In the small decisions that people often don’t perceive.

My brand design process

Discovery
This phase is about understanding the business, its current situation, goals, target audience and competitive landscape to build a clear picture of where it stands and where it wants to go. From this, a key insight is identified.
Strategy
Based on the key insight from the discovery phase, the strategic direction of the brand is defined. This includes its positioning, core values and overall personality, shaping the brand’s DNA. This foundation guides all future decisions, ensuring that every expression of the brand remains consistent and aligned with its identity.
Design
The brand’s DNA is translated into a visual system through a strong creative concept that guides every design decision. Different visual directions are explored before selecting one to develop into the final identity system. Logo, typography, color palette, imagery and other visual elements work together to ensure a consistent and cohesive brand expression across all applications.
Implementation
Finally, the brand identity system is applied across key touchpoints to bring the brand to life in real contexts. This includes the development of practical assets and applications, ready to be used and launched.

FAQS

Hi, I’m

Chen Jiang

I design brands you’ll be
proud to stand behind.

Born in 2001 in Figueres, Catalonia, to Chinese immigrant parents, I grew up in an environment shaped by discipline. From an early age, I was taught to fully commit to what I do, to always take initiative and to value hard work over shortcuts. Growing up, my days were mostly spent between school and extracurricular activities, from sports like tennis and swimming to language classes.

I’ve always been drawn to both logic and creativity, which is why I first chose to study architecture, a field that seemed to combine the two. After three years, I realized my true passion lay elsewhere. What I enjoyed most was designing and presenting ideas, which eventually led me into graphic design. At 21, I started studying graphic design at BAU, College of Arts and Design. The project-based approach, with no traditional exams, pushed me to manage my time more effectively, to constantly apply what I was learning and to be more intentional with my decisions.

Today, I combine analytical thinking with creative exploration to build clear systems and strong concepts. This same approach led me to create Studio Fress, my design practice focused on building brands people are proud to believe in and stand behind.

I’m currently based in Barcelona, though I’m not tied to one place. With a laptop and an internet connection, I can work from pretty much anywhere. I guess that’s one of the perks of being a designer.

Manifesto

I believe in precise, almost surgical design. Fewer decisions, but better ones. To say more with less. My approach is methodical, built on clear systems that create a solid foundation. Still, I’m not rigid. When a project calls for it, I don’t hesitate to break the rules.

I don’t follow trends. The goal is to create work that outlasts them.

Naturally optimistic, I embrace technological progress. Curiosity pushes us forward whether we like it or not, so I see technology as a doorway to the future.

Humor and wit help me communicate complex ideas and make them memorable. Work that truly connects tends to stay.

I’m obsessive about the details. That’s where quality lives. In the small decisions that people often don’t perceive.

My brand design process

Discovery
This phase is about understanding the business, its current situation, goals, target audience and competitive landscape to build a clear picture of where it stands and where it wants to go. From this, a key insight is identified.
Strategy
Based on the key insight from the discovery phase, the strategic direction of the brand is defined. This includes its positioning, core values and overall personality, shaping the brand’s DNA. This foundation guides all future decisions, ensuring that every expression of the brand remains consistent and aligned with its identity.
Design
The brand’s DNA is translated into a visual system through a strong creative concept that guides every design decision. Different visual directions are explored before selecting one to develop into the final identity system. Logo, typography, color palette, imagery and other visual elements work together to ensure a consistent and cohesive brand expression across all applications.
Implementation
Finally, the brand identity system is applied across key touchpoints to bring the brand to life in real contexts. This includes the development of practical assets and applications, ready to be used and launched.

FAQS

Hi, I’m

Chen Jiang

I design brands you’ll be
proud to stand behind.

Born in 2001 in Figueres, Catalonia, to Chinese immigrant parents, I grew up in an environment shaped by discipline. From an early age, I was taught to fully commit to what I do, to always take initiative and to value hard work over shortcuts. Growing up, my days were mostly spent between school and extracurricular activities, from sports like tennis and swimming to language classes.

I’ve always been drawn to both logic and creativity, which is why I first chose to study architecture, a field that seemed to combine the two. After three years, I realized my true passion lay elsewhere. What I enjoyed most was designing and presenting ideas, which eventually led me into graphic design. At 21, I started studying graphic design at BAU, College of Arts and Design. The project-based approach, with no traditional exams, pushed me to manage my time more effectively, to constantly apply what I was learning and to be more intentional with my decisions.

Today, I combine analytical thinking with creative exploration to build clear systems and strong concepts. This same approach led me to create Studio Fress, my design practice focused on building brands people are proud to believe in and stand behind.

I’m currently based in Barcelona, though I’m not tied to one place. With a laptop and an internet connection, I can work from pretty much anywhere. I guess that’s one of the perks of being a designer.