A conversation with Trixi Marx of Sugar Studios
Introducing Trixi Marx, a 2023 MA Graphic Design graduate from Middlesex University, who brings an innovative approach to sustainable design. Her project, Growable Graphics, is a unique, self-sustaining signage system. Using hexagonal wooden tiles, covered in local moss and lichen species, Trixi’s design allows for the creation of letters, numbers, arrows, and other shapes. These tiles are placed on a venue’s rooftop, harvested for temporary events, and then reused, contributing to local biodiversity and improving air quality without producing waste. Central to all of Trixi’s work is the concept of biophilic design— the belief that humans naturally seek meaningful contact with nature. As Trixi puts it, “I have invented biophilic graphic design.”
Your work at Sugar Studio integrates sustainability with stunning design. Can you share what inspired you to merge eco-friendly principles with graphic design?
After six years of working as a graphic designer in the commercial industry, I recognised the pressing need for sustainability in the design sector. Other disciplines such as architecture, fashion and interior design seemed to develop, but my own profession seemed to fuel up today's social and environmental issues: No tracking of a product's carbon emission, creating tons of waste and using unsustainable materials such as single-use plastics, and LOTS of greenwashing is happening in the marketing and design industry, to name a few. At the same time, our planet is suffering from human activity as never before: Temperatures and sea levels are rising, and extreme weather events occur more frequently and intense due to climate change.
Biodiversity is declining at an alarming rate and many species face extinction due to habitat loss, pollution, and other human-caused issues. Fueling up the problem while hearing about all these problems was just unbearable at some point and made me depressed, especially after I found out that 80% of all things that have an impact on our environment went through a design phase (European Commission, 2023).
Since I was a child I’ve had a deep connection with nature and biology, and hearing about the issues of biodiversity loss and how today’s society exploits our planet got me so upset and angry, that I researched deeper and deeper into the topic during my master’s at Middlesex University London. My studies made me realise, that designers designed our world into a mess, but that we can find ways to design ourselves out of it. The question was just: How could I, with my specific skillset, do that? How could a graduating solo designer tackle big issues such as biodiversity loss and climate change?
I then discovered studies about biophilic design which showed me, that the lack of natural surrounding has many negative effects on humans such as higher stress and anxiety levels, declining mental health and poor well-being. Therefore, I came up with the idea, to bring back greenery and nature to our cities through growing our graphics, billboards, signage and logos. Graphic design is mainly digital nowadays, but before our screens got invented, all graphic design was physical and handmade. As soon as I realised this, I started to connect the dots and came up with a new design style: Biophilic Graphic Design.
Sugar Studio has participated in numerous exhibitions across Europe and the UK. Which exhibition has been the most impactful for you and why?
I’d say the Green Grads exhibition at London Design Festival 2023 has been the most impactful for my personal development so far! Green Grads is a collective of recent graduates with ideas to help the planet, and the curators Barbara Chandler and Michael Czerwinski are using their industry connections to fuel environmental action through scouting new talents all over the UK, to give them a platform where they can exhibit for free and get discovered by industry leaders.
Exhibitions can be very stressful and fast-paced but when I arrived to exhibit with the Green Grads at London Design Festival 2023, I felt incredibly welcomed and supported. Everyone was very helpful and encouraging, there was no such thing as rivalry or envy, as we all knew there is a greater cause behind our exhibition: Saving the planet!
Since I got in touch with them, I exhibited 3 times with the Green Grads, at big events such as Grand Design Live London and Material Matters, and created custom biophilic designs for the events. I also met many incredible, like-minded designers through these exhibitions and am working on exiting collaborations with some at the moment. The support that I got through the Green Grads has always been outstanding, and I wouldn’t be where I am today without the help and support I got from them.
The exhibition which had the biggest impact on my career was Dutch Design Week 2023, where I showcased my designs at BioArt Laboratories. Next to some custom grown artworks and a new signage system, I designed a living art installation out of moss for the “Dutch Design Week Rides”, the taxis which drive the visitors from venue to venue during the event.
Since I started designing it’s been my dream to be part of Dutch Design Week and that year, my dream came true! I couldn’t believe my eyes when I saw my project featured on the official website, as they put it on top of the landing page where everyone could see it. It just felt unreal to be one of the few who were in the spotlight of the biggest design exhibition in North Europe.
Through this exhibition, I got invited to other events and many people got in touch with me for future opportunities. Afterwards, I felt like I finally proved myself to be a worthy part of the design industry as people took me and my work more seriously and I had bridged the gap from graduation project to exhibited industry project.
Your MA project "Growable Graphics" was nominated for the Green Product Award 2023. Can you tell us more about this project and its significance in promoting indoor air quality and local biodiversity?
“Growable Graphics” is my graduation project from 2023, and my first attempt to fuse modern graphic design with the biophilia hypothesis to come up with a new design style called “Biophilic Graphic Design”.
While I was studying, my professor Amanda Sleet from Middlesex University, kept telling me that I need to have a reason in order to design something and that every design holds the responsibility to leave a positive impact in the world. There’s so much meaningless stuff getting produced nowadays and I wanted to do better. That’s how I came up with the idea of “Biophilic Graphic Design” - growing our graphics instead of printing them. I tried to answer questions with the project such as: How can we bring back value and respect for nature, use natural materials instead of artificial ones and educate people about the benefits of biophilic design?
Growable Graphics can get described as the following: Imagine signage that grows, adapts, and transforms over time, seamlessly blending nature with graphic design. Sugar Studio has reimagined traditional printed signage as a dynamic, living entity by incorporating living elements such as moss and lichen species into their creations.
Growable Graphics utilises hexagon-shaped wooden tiles adorned with moss and lichen for reusable signage at temporary events. These living tiles flourish on rooftops, in gardens, or on terraces throughout the year. When signage is required, the hexagon tiles are harvested and like a puzzle, these pieces can be put together to form a variety of geometric shapes, letters and patterns. Moss and lichen species offer a diverse range of colors, textures, and forms, allowing for endless creative possibilities in design. Afterwards, the tiles seamlessly return to their growing spaces ready to be used over and over again without creating any waste.
In a world seeking sustainable alternatives, self-sustaining living graphics, with a carefully designed lifecycle could be a game changer when it comes to solving our waste problem. Unlike conventional signage that is often thrown away after a limited time, living signage wouldn't have to get repaired or replaced. These innovative graphics would also age with their purpose, biodegrade naturally after use, and even contribute to carbon absorption, surpassing their production emissions. This approach also presents a creative alternative for shop signs, billboards, and signage systems, offering a sustainable way to infuse more greenery into spaces.
Growable Graphics, fueled by the principles of biophilic design, can open up a realm of possibilities in the world of design. This unique approach allows for dynamic, ever-changing graphics that not only communicate information but last longer, connects us to nature, and leaves a lasting impression.
Through using native moss and lichen species which are a natural air filter, air-quality is getting improved and local biodiversity is getting supported.
Houseplants are often linked to biophilic design. Do you incorporate houseplants into your creative process at Sugar Studio, and if so, how do they inspire or influence your designs?
For my outdoor designs I mainly use native plants to support urban biodiversity and to raise awareness for plants which are otherwise labeled as weed, such as moss.
For indoor designs, I try to go for low-maintenance plants which don’t need lots of watering and are quite self-sustaining, such as succulents, to reduce the environmental impact that comes along with an extensive use of water. If I can, I always water my plants with rain water! But I’m also working on a project at the moment, where I’ll incorporate a lot of houseplants into a design which will allow people to form certain letters and custom shapes out of plant casts, to decorate their homes with grown shapes basically. Stay tuned! I’ll post some updates on my Instagram and Linkedin page soon.
Personally, my own flat has always been filled up to the top with various houseplants of all shapes and sizes which always made me smile after a long day. My deeply-rooted love for nature and greenery is what inspired me from the beginning, as I’d love other people to experience the same soothing effect of plants as I do. But if you never experienced anything like it, you don’t know that you’re missing something. That’s my main mission at Sugar Studio, to re-connect people in urban environments with nature and to educate people about biophilic design.
You’ve received several awards, including the Creative Conscience Gold Award. What does this recognition mean to you and how has it influenced your approach to design?
The CC Gold Award is the only award I’ve won so far, next to a nomination :) I felt very honoured and proud to receive an award like this!
The Creative Conscience Awards give emerging and young designers a platform to showcase their designs on an international platform and also offers support to build up the projects and connect you with their extended community. When you’re a solo designer it can be a bit lonely sometimes and receiving international recognition through an award like this, helps to boost your confidence and assures you that you’re on the right path. But I’ll keep designing no matter if I’ll receive awards for it or not.
As a member of the GREEN GRADS and WOM COLLECTIVE, you are involved in various initiatives supporting sustainability and female street artists. How have these experiences shaped your professional journey and your work at Sugar Studio?
I think it is very important to connect with people beyond your screen. The most important connections are made outdoors, when meeting real people with an interesting journey, as these are the people I’m designing for and with in the end. You can only do so much on your own, but if you want to reach your full potential, you need to connect with people and collaborate. It’s also more fun!
Your research into Biophilic Graphic Design merges the Biophilia Hypothesis with modern graphic design. Can you explain this concept and how it can be applied to improve urban environments?
Biophilic Graphic Design is a new type of design, fusing natural elements and the graphic design industry. Inspired by the study that 80% of all things that have an impact on our environment went through a design phase, this innovative approach combines Wilson's Biophilic Hypothesis (which suggests that all humans seek contact with nature) with graphic design principles to address the industry's unsustainable practices.
Even though we live in a world where things around us are mainly manufactured and artificial, we have had a close relationship with nature before the industrial revolution started. I would like to bring that connection back through my work, as it is proven to increase mental health and productivity while also helping to reduce stress. One example for this design style is my project "Growable Graphics" which exemplifies this ethos, demonstrating how we can grow our graphics instead of printing them, and how design can promote environmental stewardship and reconnect humanity with nature.
The basic principle of Biophilic Graphic Design is, to grow our everyday graphics, billboards, signage and logos out of living plants instead of using artificial materials. This way, we have long-lasting graphics which not only make our urban environments more interesting and stimulating but also change and evolve over time.
Looking ahead, what are your ambitions for the future of Sugar Studio and your personal career in sustainable design? Are there any upcoming projects or goals you’re particularly excited about?
I am currently preparing for my first solo exhibition in September, as I got invited by the London Design Festival as an official partner! I’m very excited to showcase some brand new designs and signage concepts at my venue at Borough Yards, close to London Bridge.
In general, I’d love to work on more collaborative and interdisciplinary projects in the future, as these are the best projects in my eyes, where you can truly test the limits of design, art and science.
They can also offer a broader view and make it easier to integrate diverse ideas and solutions by bringing together professionals from different sectors. This may result in more creative and practical solutions that tackle the underlying problems with sustainability and may have a bigger impact.
Currently I am also looking for more permanent roles in the sustainability industry, where I can join an existing team and contribute to some meaningful projects with my skillset.
Beyond your current role, what would be your dream job or project to work on in the field of sustainable design?
I’d love to do custom facade designs for large buildings and bring greenery into cities on an even bigger scale! I also work as a mural and graffiti artist, so combining these two passions would be a dream coming true. In general, combining street art with custom green walls would be simply amazing, I haven’t really seen this so far. I believe, that public art can help to raise awareness for societal and environmental issues, and if it’s sustainable that’s an even better example for what designers can do in order to raise awareness for a healthy planet and nature.
That's a wrap with Trixi Marx! But don't just take our word for it—meet her in person this month at the London Design Festival! 🌿 From 14-22 September, join her at Borough Yards, Unit 218, 22 Dirty Lane, London SE1 9PA, where she'll be showcasing her revolutionary 'Growable Graphics' from 12-6pm each day.
Explore how Sugar Studio blends biophilic design with typography, creating eco-typefaces made from living organisms. Trixi will be on hand to discuss the design process, the environmental benefits, and the future of biophilic graphic design. You’ll also have the chance to visit The Green Gallery’s pop-up, featuring plant-based artworks from local artists, and shop for sustainable cards, prints, and accessories.
Don’t miss this unique opportunity to learn from Trixi and experience nature-centred design up close. See you there!
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