For nearly two decades, ABOUT Creative Agency has been crafting identities that not only stand out but also stand the test of time. Founded in 2006 by Faye Papargyropoulou and Konstantinos Giannakis, the Athens-based agency blends strategy with design to create brands that feel as timeless as they are forward-thinking. Rooted in simplicity, storytelling and innovation, ABOUT transforms businesses into living, breathing entities with unique voices and lasting impact. In this conversation, we dive into their creative philosophy, their journey and the projects that continue to push the boundaries of branding.
Can you tell us how your journey began and what inspired you to create ABOUT?
ABOUT Creative Agency is a journey that began in 2006, born out of a passion for storytelling and design. It all began with a simple realization that brands aren’t just businesses but living, breathing entities with unique personalities and stories to tell. Yet, we noticed so many companies struggling to articulate who they truly were or evolve with the times. That gap inspired us.
We wanted to create something different, a creative agency that doesn’t just design logos or write taglines but redefines how a brand feels, looks, and lives in people’s minds. ABOUT was born from the belief that branding is more than aesthetics; it’s about creating a lasting emotional connection. Some of the inspiration comes from years of work experience in leading advertising agencies, where we honed the art of strategic thinking. Over time, we learned that successful branding is not just about creative design but about putting creative thoughts into a very well-conceptualized strategy. It is this strategy that has become the foundation of how we approach every project at ABOUT. We want to bring that level of expertise, combined with our personal creative flair, to help businesses rediscover themselves and grow into their full potential.
“At its core, ABOUT is built on a love for collaboration, strategy, and creativity.”
Every brand has a story, and our mission is to bring that story to life most authentically and powerfully as possible. We’re here to build brands that stand out and stand the passage of time.
As an Athens-based agency, how does Greek heritage influence your creative identity and design approach? In what ways does being based in Athens shape your perspective on creativity and innovation?
Athens is the mosaic we work on, and that shows in our design. Athens can be gritty and ugly and sunny, classical and modernist at the same time. We are all those things as designers. Being based in Athens deeply influences our creative identity. Greek heritage, with its timeless design principles and rich storytelling traditions, inspires us to create work that’s authentic, balanced, and purposeful. Athens’ unique blend of ancient history with contemporary energy pushes us to innovate while staying rooted in tradition. This dynamic environment nurtures bold creativity and collaboration and shapes how we work on each project with both heritage and modernity in a balance.
You’ve recently moved to new offices. Can you share details about the building and any features that stand out? How does the space foster creativity and collaboration, and what does it reflect about your vision for the future?
Our new studio, settled within the walls of a neoclassical building of the 30s, is a building where strategy meets imagination, and rules are made to be bent. Creativity thrives here. The building’s timeless elegance, combined with its modern functionality, reflects our vision of blending tradition with innovation. Flooded with natural light, the spacious rooms are designed to inspire, providing the perfect setting for new ideas to take shape.
A standout feature is “The Lab,” a dedicated space for experimentation and exploration. Here, we break free from conventions, embracing playful creativity to uncover bold, fresh ideas. It’s where ideas run wild, rules get ignored, and occasionally, someone starts sketching on the walls (on purpose).
How would you define your design philosophy?
We believe that great design goes beyond aesthetics, it tells a story, evokes emotion, and creates a meaningful connection between a brand and its audience. We aim to craft brands that illuminate the path toward a visionary tomorrow, seamlessly uniting physical and digital realms in extraordinary and innovative ways. Our belief: keep it simple, keep it smart. We create brands that are strategic, bold, and designed to last. We’re not just about making things look good, we’re about making them work, feel, and connect.
“Brands that feel part of the future, today”. What does this mean to you in terms of design, and how do you ensure that your brands remain forward-thinking while staying grounded in the present?
We create brands that are ahead of the time but grounded in the now. They feel forward-thinking without losing their relevance. It’s a little like time travel. We want our designs to be sleek, smart, and relevant. But also grounded enough to connect with people right now—because no one likes a brand that’s all talk and no soul. In terms of design, this means embracing innovation and exploring emerging trends, technologies, and cultural shifts—without losing sight of timeless principles like clarity, balance, and emotional importance.
What do you believe makes a brand timeless?
We believe that timeless brands are classic but never stale. They are authentic, consistent, and adapt to change across changing eras and times without losing their essence. At the same time, timeless brands embrace evolution and know when to refine and adapt. Ultimately, what makes a brand timeless is its ability to stay true to itself while staying relevant to its audience—a delicate balance of consistency and adaptability.
Could you walk us through some of the most remarkable projects you’ve worked on? What has been your most transformative project, and why?
One of our favorite projects has been the ongoing rebranding of Tatoi Club, where we have developed a holistic visual identity, packaging, and communication strategy that reflect the brand’s attributes. Another highlight is the Benaki Museum Shop, where we reimagined its identity to bridge culture, art, and commerce, making it relevant for today while honoring its legacy. We also take great pride in our long-standing partnership with Star Channel, helping its household name stay fresh and engaging through ongoing rebranding efforts.
However, our most transformative project was the rebranding of Verina Astra Sifnos. In this project, we wanted to deliver a more understated and authentic experience while also emphasizing the Island’s Cycladic atmosphere and the kindness of the true hospitality of it’s people there. This project dared us to plunge deep into the island’s culture while offering a luxurious, cohesive brand experience that feels just as serene as a stay in Verina Astra itself.
Can you give us a glimpse into any upcoming projects or collaborations that excite you?
We’re thrilled about several exciting projects currently in the works. We’re designing the identity for a new hospitality concept in Tinos, as well as rebranding a historic shipyard, blending industrial heritage with modern aesthetics. On a global scale, we’re collaborating on an international project in the personal and household services sector. Additionally, a project that is really special to us, is our collaboration with Ito Bindery in Japan. Together, we’ve created a beautifully designed, handcrafted annual gift for our clients that includes an inspiring blend of Japanese craftsmanship and ABOUT’s design sensibility.
What product or project have you recently seen that made you think, “This is great design”?
A recent project that showcases great design is the IKON Collection, a collaboration between Swiss sportswear brand On and Munich-based design studio Bureau Borsche. What we loved most is the combination of simplicity with the bold use of the logo as a statement icon, making it both fashionable and memorable. The IKON Collection is a great example of design that merges functionality, aesthetics, and cultural relevance in a fresh way.
Do you see AI as a source of inspiration or a tool for execution in your creative process? How do you balance its use to maintain originality and authenticity?
“AI is like a very smart intern, it helps with the heavy lifting but doesn’t steal the show.”
We see it as an enabler, not a replacement. It inspires, generates ideas, and occasionally surprises us with brilliance. But the heart of our work is all human—we use AI to enhance creativity, not replace it. Basically, we’re still the boss and our creative process is still driven by intuition, empathy, and human emotion.
Do you have any tips for up-and-coming designers?
Seek inspiration from diverse sources such as architecture, fashion, fine art, and contemporary art… the world is full of creative fuel.
Embrace both traditional design principles and emerging technologies; the best designs blend the best of the old with the best of the new.
Personal projects are your creative playground, so go wild! It’s where you can experiment without limits.
Collaborate with as many people as possible. Working with others not only broadens your creativity but also makes you grow as a designer while learning new techniques and viewing your designs from different perspectives.
Build a portfolio that shows YOU. Trends come and go, but your unique voice is what will set you apart from other designers.
Design with heart and emotion. If your design is not something you believe in, it will be hard to make it connect with the others around you.
