What Point of Reference Studio does

Point of Reference Studio (POR), legally Two X Four Spain, S.L., is a privately held experimental design studio founded in 2018 and headquartered in Madrid at Calle Fernando Díaz de Mendoza 9. The studio operates at the intersection of graphic and spatial design, offering service categories that include Environments (environmental graphics and brand strategy), Branding (visual identity), Signage & Wayfinding (navigation systems), Identity Design, Place Branding, Print Design, and Exhibition Design. It does not sell software, APIs, or any technology product; the entire offering is professional design services delivered by a small in-house team that includes visible members Jeffrey Ludlow and Erica Vieira.

The studio's revenue model is project-based and quote-driven, with commissions accepted via direct email at [email protected] and work selected on fit and capacity. Go-to-market is sales-led and direct, with no intermediaries or distribution channels. Client engagement spans the United States (SL Green / Summit One Vanderbilt; VMG/Brookfield / Brooklyn Commons), Europe (BIG Architects / EU Joint Research Center; Centro Botín; La Casa Encendida; Santander Innovation Offices; Premio COAM), the Middle East (AGi Architects / Beyout Plus and SJM Hospital in Kuwait), and Asia (West Kowloon Cultural District / Xiqu Centre in Hong Kong; Mikyoung Kim Studio). Beyond client commissions, the studio invests in self-initiated IP, most notably the published book 'A Sign Is...' (ORO Editions), which extends the firm's authority in signage design criticism.

Ownership is founder-managed with no disclosed external investment, parent entity, or venture backing. The studio holds industry affiliations including Laus Awards recognition through ADG Fad and membership in SEGD, and operates under GDPR/LOPDGDD data-protection compliance. With marquee architectural partners (Renzo Piano Building Workshop, BIG Architects, AGi Architects) and cultural-sector clients (West Kowloon, Centro Botín, La Casa Encendida, IE University), the studio is positioned as a specialist in place-based brand and wayfinding design rather than a generalist agency.

Name

Point of Reference Studio

Legal name

Two X Four Spain, S.L.

Website

https://pointofreference.studio

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Point of Reference Studio is a privately held experimental design studio founded in 2018 in Madrid, delivering brand identity, signage, wayfinding, environmental graphics, and place branding for cultural institutions, real estate developers, and corporate clients worldwide.

Ownership category

akta.pro rank

Product category

Brand and Environmental Design Services

NAICS

Graphic Design Services (54143), Industrial Design Services (54142)

akta.pro primary industry

Wayfinding, Signage & Environmental Graphic Design (BPAHAKAN)

Keywords

• Brand identity design
• Signage wayfinding design
• Environmental graphics
• Place branding
• Exhibition design

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Design commissions and project work: Studio generates revenue through commissioned design projects including brand identity, wayfinding systems, environmental graphics, and signage design for architectural destinations and cultural institutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Point of Reference Studio is an experimental design studio at the intersection of graphic and spatial design. It sells design services including brand identity, signage & wayfinding, place branding, environmental graphics, identity design, print design, and exhibition design to enterprises, cultural institutions, and real estate developers worldwide from its Madrid base.

Product overview

Point of Reference Studio is an experimental design studio offering a unified suite of design services rather than a software product platform. The core offerings include Environments (environmental graphics and spatial design), Branding (visual identity creation), Signage & Wayfinding (navigation systems), and supporting services in Identity, Place Branding, Print, and Exhibition Design. The studio works across physical and print mediums, creating comprehensive brand experiences for architectural destinations. Notable self-initiated work includes the book 'A Sign Is...' on signage design criticism.

Differentiator

Problem solved

Functional benefit

Products and services

• Environments (Environmental Design) Environmental design services focusing on how a place feels and functions for navigation and storytelling. Includes brand identity, brand strategy, design audits, creative direction, naming, visual identity, brand content, art direction, print collateral, website development, campaign development, brand guidelines, motion graphics, and brand assets. Designed for architectural destinations, cultural institutions, and corporate clients.
• Branding Brand transformation services that convert ordinary locations into emotionally resonant places. Creates brands that connect with audiences across physical spaces, print, and digital platforms. Designed for cultural institutions, real estate developers, and corporate clients.
• Signage & Wayfinding Design of signage systems and wayfinding experiences that enhance architectural destinations and guide visitors with clarity and purpose. Serves cultural institutions, corporate offices, hospitals, and retail spaces.
• Identity Design Visual identity creation for brands, including logo design, color systems, typography, and comprehensive brand guidelines. Designed for organizations needing a cohesive visual identity across physical and digital platforms.
• Place Branding Branding services specifically for locations, destinations, and architectural spaces to enhance their presence and visitor experience. Designed for real estate developers, cultural districts, and corporate campuses.
• Exhibition Design Design services for exhibitions and cultural installations, including visual systems, signage, and spatial communication. Designed for cultural institutions, museums, and gallery exhibitions.
• Print Design Print collateral design including catalogs, posters, stationery, and editorial materials for brand communication. Designed for textile brands, universities, and cultural institutions.

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• AGi ArchitectscoreStrategic or Co-development PartnerRecurring collaborative partner on multiple projects including Beyout Plus (Kuwait), SJM Hospital (Kuwait), and Joint Research Center. Studio provides identity and wayfinding design integrated with AGi's architectural vision.
• BIG ArchitectscoreStrategic or Co-development PartnerCollaboration on European Commission Joint Research Center headquarters in Seville. Studio provided comprehensive signage and wayfinding design.
• Renzo Piano Building WorkshopcoreStrategic or Co-development PartnerPartnership on Centro Botín cultural center in Santander, providing visual identity and signage for Renzo Piano-designed venue.
• SL GreencoreStrategic or Co-development PartnerProject partnership on Summit One Vanderbilt observation experience in New York, providing branding and signage for Kenzo Digital-designed immersive space.
• Lievore Altherr Molina / Studio BakerminorStrategic or Co-development PartnerClose collaboration on Arper Milan Booth project at Salon de Mobile 2016.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Regional players

• Studio Dumbar: Award-winning Dutch design studio with a strong identity and cultural-sector practice. Comparable in craft-led, cross-disciplinary model and prestige positioning, but primarily serves a different (Benelux/European) geographic footprint than POR's US- and Middle East-heavy book.

Direct peers

• Pure & Applied: Boutique graphic design and environmental graphics practice working at the intersection of brand identity and built environment. Comparable in size, cross-disciplinary model, and focus on architectural and cultural clients.
• Mucho: Global branding and design studio with strong place-branding and identity practices serving cultural and corporate clients. Closely comparable in scale, cross-disciplinary approach, and ambition for cultural-institution commissions.
• Studio Matthews: Independent design studio combining brand identity and environmental graphics for cultural, civic, and commercial clients. Comparable in cross-disciplinary practice and project scale.
• Mucca: Milan-based multidisciplinary design studio working on identity, packaging, and environmental design. Comparable in European base, boutique scale, and cross-disciplinary approach for premium clients.
• Rios Associates: Long-established experiential graphic design and wayfinding firm (now part of HLB Lighting Design) with deep cultural-institution and healthcare portfolios. Represents the legacy incumbent in POR's specialty.
• Civic Studios: Wayfinding and environmental graphic design studio specializing in civic, cultural, and healthcare navigation systems. Direct overlap with POR on signage, wayfinding, and user-experience design for institutional clients.
• Two x Four: New York-based environmental graphic design and branding studio at the same intersection of graphic and spatial design. POR's legal entity is 'Two X Four Spain, S.L.', strongly suggesting a Spanish affiliate or related branch; both firms serve cultural, retail, and corporate clients with integrated brand, signage, and wayfinding work.

Broad incumbents

• Landor & Fitch: Global branding consultancy with significant environmental and experiential design practice serving corporate, real estate, and cultural clients. Overlaps with POR on place branding and corporate identity at much larger scale.
• Pentagram: Largest independent design consultancy with dedicated partners working across identity, environmental graphics, and wayfinding. Overlaps with POR on cultural and architectural identity commissions but at much greater scale and across a broader service portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/por-point-of-reference
• Instagraminstagram.com/por_studio

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Point of Reference Studio