A Manifesto for the new season (and new times beyond)
An independent creative practice bê guillemendia.
Dear clients, collaborators and friends,
As a new working season begins, I would like to share a change that goes beyond a name.
The designation guillemmendiastudio was discontinued to avoid confusion with another design studios whose presence generated persistent ambiguity regarding authorship and identity.
The name StüdiStâd reflects a commitment to clarity, independence and distinction. Beyond names, however, identity is not something that can be copied.
This transition emerged from a desire to establish a more precise identity and a clearer position for the years ahead.
Yet names alone are never enough.
Identity is not a logo, a domain, a portfolio or a visual language.
Identity is built through time, through work, through doubt, through observation and through the accumulation of decisions that shape a way of seeing the world.
As we enter an era increasingly defined by artificial intelligence and automated generation, the question that interests me most is not what technology can create.
The question is who authors it.
Who provides intention.
Who provides judgement.
Who provides responsibility.
At StüdiStâd, technology is embraced as a tool for expansion, never as a replacement for thought.
Human judgement remains irreplaceable. Context remains irreplaceable. Culture remains irreplaceable.
For this reason, StüdiStâd adopts a principle that will guide its work moving forward:
Âuthored Ïntelligence (ÂÏ)
Not Artificial Intelligence, not Automated Intelligence. Authored Intelligence.
A practice in which technology extends human capability without replacing human authorship.
A commitment to ideas rooted in experience, critical thinking, cultural understanding and creative responsibility.
Every project developed by StüdiStâd will continue to be guided by a human perspective, a human voice and a human author.
In a time increasingly defined by simulation, distinction becomes an ethical act.
It will become increasingly difficult to distinguish what has been generated. It will become increasingly important to know who conceived it, and how.
Thank you for being part of this new chapter.
yours,
Guille,
september 2026