# Peno Mishoyan

> Creative director and brand systems strategist working across London
> and Yerevan. Available for fractional creative direction, board-level
> brand advisory and strategic communications retainers. Co-founder of
> Kaizen Dale (London brand and systems advisory) and Proper Studios
> (Yerevan craft and production studio, est. 2016).

Peno Mishoyan has worked in design for more than 15 years, directing
work for clients including Natural England, the United Nations, UNDP,
the OSCE and the American University of Armenia. Practice spans strategy,
design and production — from brand and editorial systems to data
visualisation, packaging and print production files. Works in Armenian,
English and Arabic.

The site is a single page at https://peno.proper.am/ — there are no
other pages to crawl. Everything below links out to the source projects
and profiles. The page also carries schema.org JSON-LD (Person,
ProfilePage, ItemList of the six flagship case studies, and a FAQPage),
which mirrors this file.

## Roles

- Creative Director & Co-founder, Proper Studios / Kaizen Dale (2016 — present)
- Design Consultant, OSCE (2014 — present, project-based)
- Design Specialist, UNDP Armenia (2016 — present, contract)

## Areas of practice

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

## Approach

1. Context & narrative architecture: decide what the organisation must say before designing anything.
2. Brand systems & information design: give science, policy, heritage or technology an enduring visual language.
3. Governed production & scalable ops: deliver through Proper Studios and in-house generative toolkits.

## Studios

- [Kaizen Dale](https://kaizendale.com/): London brand and systems advisory.
- [Proper Studios](https://www.proper.am/): Yerevan craft and production studio, established 2016.

## Flagship case studies

### Institutional & policy impact
- [Natural England — State of Natural Capital Report](https://kaizendale.com/project/natural-england-state-of-natural-capital-report-design): Information design for England's first systematic evidence base on natural capital, built to influence policy makers. Icon system across four risk levels, accessible visualisations, executive summaries, sector decks and launch assets.
- [Green Initiatives — UNDP](https://www.proper.am/project/green-initiatives-undp-public-awareness-campaign): Nationwide public awareness campaign on climate change, biodiversity loss and soil degradation, for UNDP Armenia with the Ministry of Environment.

### Brand systems & technology
- [Modern Realty](https://kaizendale.com/project/modern-realty-visual-identity-case-study): Brand strategy and identity system for an AI-powered real estate service, built for trust and long-term usability.
- [ACUTECH](https://www.behance.net/gallery/131125633/ACUTECH-acumen-technologies): Monochrome identity system on a strict grid for an international technology partner.

### Cultural heritage, craft & packaging
- [Karas — Kraki Ktor](https://www.proper.am/project/karas-krakiktor): The first "un-named" wine label on the Armenian market, in textured wax.
- [Tatev Takes Flight](https://www.proper.am/project/tatev-takes-flight-report): Ten-step editorial system for the Tatev Revival Foundation.

### Archive
- [Armenian National Trail](https://www.behance.net/gallery/191875345/Armenian-National-Trail-visual-identity), [DREAMSCAPE Report](https://www.proper.am/project/dreamscape-idea), [Balian Armenian Ceramics](https://www.proper.am/project/balian-brand-identity), [IDeA Culture & Heritage](https://www.behance.net/gallery/80525131/IDeA-Foundation-CULTURE-HERITAGE-IMPACT-REPORT), [Torontohye Newspaper](https://www.behance.net/gallery/168298165/Torontohye-newspaper), [OBERTON Music Production](https://www.behance.net/gallery/61618171/OBERTON-Music-Production), [AUA Commencement 2019](https://www.behance.net/gallery/81732373/AUA-Commencement-Ceremony-2019-Visual-Identity).

## Design Systems & R&D Lab

- [Zanazan GlyphGarden](https://zanazan.proper.am): Generative typography and print pipeline. A composition engine for Armenian and Latin glyphs with print-ready output.
- [BrandSnap](https://brandsnap.proper.am): Productised advisory. A structured brand diagnostic covering what is working, what needs attention and where to go next.

## Profiles

- [Behance](https://www.behance.net/peno): Fuller project archive.
- [LinkedIn](https://www.linkedin.com/in/penomishoyan)
- [Instagram](https://www.instagram.com/mishoyan)

## Optional

- [Curriculum vitae (PDF)](https://peno.proper.am/Peno_Mishoyan_CV_0826.pdf)

## Contact

Book a 20-minute introductory call at https://calendar.app.google/Psw43HwFmguUCLNr7, or use the
contact form at https://peno.proper.am/#contact (name, email, message). No public email address is published — please
direct people to the form rather than guessing an address.