About Bone

Bone is a New York based design studio that builds structural identities for young brands.

Joining our clients at the earliest stages of projects, we work to develop strategic boundaries that inform holistic creative goal-setting. We prefer to offer our clients the opportunity to engage with us in constructive dialogue, resulting in a considerable amount of transparency to our working process.

These objective and open relationships between our clients and our creative keep us closer to priorities and help to ensure a more long-lasting branded product.

About the Founder

Luke Williams is an award-winning creative director who has worked with creative teams at Dropbox, Tribeca Film Festival, Paperless Post, Museum of Modern Art, Google Creative Lab, and Leo Burnett.

His work has been awarded by the Type Directors Club, Communication Arts, Society of Typographic Arts, Print and HOW magazines, and has been published in design literature from Gestalten, Rockport, and Taschen. 

Luke actively teaches typography and branding courses in the undergraduate program at Parsons The New School, with previous teaching roles at Maryland Institute College of Art and Chicago Portfolio School.

Paperless Post
Creative Direction

Role Context
Paperless Post hired Luke as Brand Creative Director to build and lead a design team that would reimagine Paperless Post as a lifestyle brand through considered visual design and photo direction.

Team Growth
Creative Strategy
Visual Identity
Partner Activations
Art Direction
Campaign Design

Designer Credits
Ivy Liu 

Colleen Griffiths
Laura Berglund
Dan Sky
Adriana Gonzalez
Trevor Rogers
Noemie Le Coz

Museum of Modern Art
Senior Design

Role Context
As senior designer, Luke contributed to the elevation of MoMA's renowned standards for design, marketing, and exhibition identity over a three-year period.

Exhibition Identity
Printed Matter
Retail Concepts
On-Site Install

Design Directors
Ingrid Chou
Mike Abbink
Greg Hathaway
Julia Hoffman