NOVELTY THEORY STUDIO



Conceptual, strategic design that is
thoughtfully researched and crafted
to humanize the digital world.


Selected Work


About





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noveltytheorystudio@gmail.com
© April Mirvis, Novelty Theory Studio, 2025




DANO

Offerings for Self and Space
[BRANDING, SIGN PAINTING, ILLUSTRATION]



DANO opened in 2019 as an independent brick-and-mortar in SE Portland, bringing together plant-powered apothecary, thoughtfully produced wares from independent makers, and hand-selected vintage clothing to support a conscious and radiant lifestyle.





PROBLEMOwner Melissa Grandkoski wanted bespoke branding that reflected her taste and personal history, while leaving room for the brand and shop space to evolve.

SOLUTIONThe wordmark is meant to reflect memories of the owner’s great-grandmother, the shop’s namesake.

Symbolic reflections of the sun and moon within the counters of the letterforms represent the natural, cyclical phases of life, while the overall effect is meant to be delicate, like a piece of well-loved jewelry.












ILLUSTRATION
Ongoing illustration projects include a design for a tote as well as cheeky social assets for events, reflecting the evolution of the brand’s voice.






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[CURRENTLY ON ROTATION 6/23/25]  Smelling: Scented Geraniums  •  Snacking:  Anything from this cutie book  •  Interacting: ARCA  •  Reading: Born to Run  •  Pondering: What unexpected mysteries will this tool unveil?  •  Listening: KMHD on an old radio  •  Avoiding: Instagram [fin]