Find the real question.
Get close to the audience, the evidence and the context. Define what the design needs to make possible.
INDEPENDENT MIND. COLLECTIVE PRACTICE.LONDON ↔ YEREVAN
CLARITY,
BY DESIGN.
I turn complex ideas into identities,
stories and systems that work.
Explore selected work
STRATEGIC THINKING.
HANDS-ON MAKING.
FEATURED / EDITORIAL & INFORMATION DESIGNMaking evidence matter.
SELECTED CLIENT EXPERIENCE
THROUGH PROPER & KAIZEN DALE
Natural England
United Nations
UNDP
OSCE
American University
of Armenia
of Armenia
FOUNDED / BUILT WITH OTHERS
Two studios.
One evolving practice.
01 / SELECTED WORK
Different worlds.
The same rigour.
From public evidence to cultural identity.
Work developed with the teams at
Proper Studios and Kaizen Dale.
PROJECT / 01Modern Realty
BRAND STRATEGY / VISUAL IDENTITY
A calm, future-ready identity built around clarity over complexity.
PROJECT / 02Armenian National Trail
CREATIVE DIRECTION / VISUAL IDENTITY
A shared visual language for a new path through Armenia.
PROJECT / 03Karas — Kraki Ktor
PACKAGING / MATERIAL EXPLORATION
Volcanic character, expressed through an unconventional label.
PROJECT / 04Tatev Takes Flight
CREATIVE DIRECTION / EDITORIAL DESIGN
A ten-step visual guide for Tatev’s future as a cultural destination.
PROJECT / 05DREAMSCAPE Report
EDITORIAL / INFORMATION DESIGN
A practical guide for placing Armenia on the world tourism map.
PROJECT / 06Balian Armenian Ceramics
BRAND IDENTITY / CULTURAL HERITAGE
A visual identity for a Jerusalem ceramic tradition dating to 1922.
PROJECT / 07IDeA Culture & Heritage
EDITORIAL DESIGN / IMPACT REPORT
An 80-page celebration of culture, heritage and long-term impact.
PROJECT / 08OBERTON Music Production
BRAND IDENTITY / MUSIC
A flexible identity built around sound, frequency and social music projects.
PROJECT / 09AUA Commencement 2019
EVENT IDENTITY / EDITORIAL DESIGN
A celebratory publication system for the university’s 27th commencement.
PROJECT / 10Torontohye Newspaper
CREATIVE DIRECTION / EDITORIAL IDENTITY
A refreshed multilingual identity for Toronto’s Armenian newspaper.
PROJECT / 11ACUTECH
BRAND STRATEGY / VISUAL IDENTITY
A confident, agile identity for an international technology partner.
02 / HOW I WORK
An idea is only as good
as its execution.
I connect the big picture to the smallest detail.
Strategy, design and production belong
in the same conversation.
Give complexity form.
Build a visual language with purpose: a brand identity, an editorial system or a story that people can navigate.
Follow through.
Carry the idea into every format, language and production file. Protect the details that make the whole thing work.
AREAS OF PRACTICE
Creative direction · Brand strategy · Editorial & data visualisation · Packaging · Multilingual typography · Design systems · Print production
03 / THE PERSON BEHIND THE WORK
A creative eye.
A systems mind.
I’m Peno Mishoyan, a creative director and co-founder 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 Proper Studios and Kaizen Dale, my work spans identity, publishing, data visualisation and packaging. I’m as interested in the creative question as the systems, people and production details that bring the answer to life.
15+YEARS IN DESIGN
1,000+PROJECTS DIRECTED
3LANGUAGES
Armenian · English · Arabic
Download my CV PDF · 117 KBEXPERIENCE / AT A GLANCE
Proper Studios / Kaizen Dale
Creative Director & Co-founder
OSCE
Design Consultant · Project-based
UNDP Armenia
Design Specialist · Contract
04 / ALWAYS MAKING
Beyond the brief.
Small experiments. Useful tools.
A place for curiosity to become something real.
LIVE HOMEPAGE / 202601 / TYPOGRAPHY & PERSONALISATION
Zanazan GlyphGarden
A space to compose with Armenian and Latin glyphs, and turn personal typography into print.
LIVE HOMEPAGE / 202602 / STRATEGY TOOL
BrandSnap
A short brand diagnostic to find what’s working, what needs attention and where to go next.
05 / START A CONVERSATION
LET’S MAKE
IT MATTER.
Have a complex brief, a new ambition,
or a question worth exploring?