PENO
MISHOYAN

CREATIVE DIRECTOR &
BRAND SYSTEMS STRATEGIST

LONDON YEREVAN

CLARITY,
BY DESIGN.

Creative direction bridging executive vision,
institutional policy and production-grade craft.

See flagship case studies

FRACTIONAL CREATIVE DIRECTION.
BRAND SYSTEMS ADVISORY.

Natural England State of Natural Capital Report for England 2024 cover set against a coastal landscape
FEATURED / EDITORIAL & INFORMATION DESIGNMaking evidence matter.

SELECTED CLIENT EXPERIENCE
THROUGH PROPER & KAIZEN DALE

Natural England
United Nations
UNDP
OSCE
American University
of Armenia

FOUNDED / BUILT WITH OTHERS

Two studios.
One evolving practice.

01 / FLAGSHIP CASE STUDIES

Different worlds.
The same rigour.

Six case studies in three areas of practice.
Each starts with what was at stake.
Delivered with the teams at Proper Studios and Kaizen Dale.

PILLAR 01 / 03

Institutional & policy impact

Evidence, policy and public campaigns for government bodies and multilateral organisations.

Natural England icon system: eight broad ecosystems, drivers of change and ecosystem services, each drawn at four risk levels

KAIZEN DALE / INFORMATION DESIGN / UK GOVERNMENT ADVISER

Natural EnglandState of Natural Capital Report

THE BRIEF
England’s first systematic evidence base on its natural systems had to influence policy makers, not just inform them.
THE INTERVENTION
Total graphic interpretation of deep, interrelated data: an icon system across four risk levels, accessible visualisations, key messages, executive summaries and sector decks.
THE OUTCOME
Natural England said the report “balances scientific accuracy with accessibility and attractive design.”
Read the full case study for Natural England KAIZENDALE.COM
Green Initiatives campaign identity applied to environmental imagery and printed materials

PROPER STUDIOS / CAMPAIGN SYSTEM / UNDP ARMENIA

Green InitiativesUNDP public awareness campaign

THE BRIEF
UNDP Armenia and the Ministry of Environment needed citizens to act on climate change, biodiversity loss and soil degradation.
THE INTERVENTION
One campaign language carried across events, installations and artworks, under the UNDP-GEF environmental education programme.
THE OUTCOME
A nationwide campaign that turned three policy priorities into things people could see, visit and take part in.
Read the full case study for Green Initiatives PROPER.AM

PILLAR 02 / 03

Brand systems & technology

Identity systems built to earn trust and to scale across digital and physical touchpoints.

Modern Realty visual identity guidelines and graphic system

KAIZEN DALE / BRAND STRATEGY / VISUAL IDENTITY

Modern RealtyAI-powered real estate

THE BRIEF
An AI-powered property service had to earn trust in a market of loud colour, generic photography and short-lived trends.
THE INTERVENTION
An identity that behaves like architecture. Every decision was tested against one question: does this increase trust and long-term usability?
THE OUTCOME
A calm, consistent foundation that scales across platforms and can evolve without losing its character.
Read the full case study for Modern Realty KAIZENDALE.COM
ACUTECH business cards arranged in a precise monochrome grid

BRAND STRATEGY / VISUAL IDENTITY / TECHNOLOGY

ACUTECHAcumen Technologies

THE BRIEF
An international technology partner needed an identity as confident and agile as the services it delivers.
THE INTERVENTION
A precise, monochrome identity system built on a strict grid.
See the visuals for ACUTECH BEHANCE

PILLAR 03 / 03

Cultural heritage, craft & packaging

Heritage, place and material, where production decisions carry the story.

Karas Kraki Ktor orange wine bottle with a textured orange wax label

PROPER STUDIOS / PACKAGING / KARAS WINES

Karas — Kraki KtorOrange wine label

THE BRIEF
An unfiltered, amphora-aged orange wine from the Ararat Valley needed packaging as unconventional as the wine.
THE INTERVENTION
No logotype, no descriptors. The winery’s amphora-and-flame mark was reinterpreted, and textured wax replaced conventional foil and paper.
THE OUTCOME
The first “un-named” label on the Armenian market.
Read the full case study for Karas — Kraki Ktor PROPER.AM
Tatev Takes Flight editorial publication and presentation folder

PROPER STUDIOS / EDITORIAL SYSTEM / IDEA FOUNDATION

Tatev Takes FlightTatev Revival Foundation

THE BRIEF
A ten-step plan to make Tatev a world destination, sustain its community and revive an ancient monastic complex.
THE INTERVENTION
A publication system in which shapes act as icons, framing collage covers and organising every step.
THE OUTCOME
A boxed set of brochures held in one cover, adding weight to the whole campaign.
Read the full case study for Tatev Takes Flight PROPER.AM

ARCHIVE

More from the studios

Explore the full studio archive on Behance

02 / APPROACH

Advice first.
Craft all the way through.

The same person who frames the problem
stays with it to the production file.
Strategy, systems and delivery, in one conversation.

01 — CONTEXT & NARRATIVE ARCHITECTURE

Decide what must be said.

Before designing anything, diagnose what the organisation actually needs to say, to whom, and what has to change as a result.

02 — BRAND SYSTEMS & INFORMATION DESIGN

Give complexity an enduring language.

Science, policy, heritage or technology, turned into identity and information systems that people can navigate and teams can sustain.

03 — GOVERNED PRODUCTION & SCALABLE OPS

Deliver with precision.

Production through Proper Studios and in-house generative toolkits, carried across every format, language and file without losing the detail.

AREAS OF PRACTICE

Fractional creative direction · Brand advisory · Brand systems · Information & data design · Multilingual typography · Packaging · Production governance

03 / THE PERSON BEHIND THE WORK

A creative eye.
A systems mind.

I’m Peno Mishoyan, a creative director and brand systems strategist working across London and Yerevan.

For more than 15 years, I’ve helped institutions, cultural organisations and independent brands turn ambitious ideas into clear, considered design.

Through Kaizen Dale in London, I advise on brand and communication systems. Through Proper Studios in Yerevan, the same thinking is carried into craft and production. I’m as interested in the strategic question as in the systems, people and production details that bring the answer to life.

15+YEARS OF STRATEGIC PRACTICE
3ALPHABETS: ARMENIAN, LATIN, ARABIC
2STUDIOS: LONDON AND YEREVAN

Working languages: Armenian · English · Arabic

Download my CV PDF · 117 KB

EXPERIENCE / AT A GLANCE

2016 — PRESENT

Proper Studios / Kaizen Dale

Creative Director & Co-founder

2014 — PRESENT

OSCE

Design Consultant · Project-based

2016 — PRESENT

UNDP Armenia

Design Specialist · Contract

04 / DESIGN SYSTEMS & R&D LAB

Applied creative technology.

Working tools, not side projects. Generative typography, print pipelines and productised advisory that give client work a production edge.

Zanazan GlyphGarden homepage showing a framed typographic compositionLIVE HOMEPAGE / 2026
01 / GENERATIVE TYPOGRAPHY & PRINT PIPELINE

Zanazan GlyphGarden

A composition engine for Armenian and Latin glyphs that turns personal typography into print-ready output.

Brand Snapshot homepage with its visual identity readiness questionnaireLIVE HOMEPAGE / 2026
02 / PRODUCTISED ADVISORY

BrandSnap

A structured brand diagnostic that shows what’s working, what needs attention and where to go next, before an engagement starts.

05 / START A CONVERSATION

LET’S MAKE
IT MATTER.

Available for fractional creative direction, board-level brand advisory and strategic communications retainers.

Book a 20-min introductory call (opens Google Calendar in a new tab)

CALLS BOOKED DIRECTLY.
MESSAGES ANSWERED WITHIN TWO WORKING DAYS.
LONDON YEREVAN.

NEW ENQUIRY / PENO MISHOYAN

TELL ME
WHAT YOU’RE BUILDING.