Formerly known as PAO
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Formerly known as PAO •
Semi:Formal is the multi-disciplinary studio practice of award-winning graphic designer, Paolo Catalla. We make all kinds of things for a multitude of brands, people, products, films, and institutions.
Design: Smart. Progressive.
Delightful. Lasting.
Strategy: Transformative.
Research-Driven. Memorable.
Execution: Captivating.
Dynamic. Noteworthy.
The Team
Pao Catalla
Founder / Principle Creative
Pao studied Graphic Design at the College for Creative Studies in Detroit, graduating with the Senior Select Achievement Award. With over 13 years working in the creative industry in diverse roles including experience designer at o2 Creative Solutions and senior designer at Lafayette American, he has developed a broad-ranging skill set that spans many mediums in visual communication and entertainment. His work has been internationally recognized and awarded by design competitions such as The Adobe Design Achievement Awards, Pantone, Print Magazine, HOW Magazine, D Show, Communication Arts, and Graphis Design Annual.
Madi Ritenburgh
Jr. Creative
Madi is an ever-evolving designer who recently graduated with honors from College for Creative Studies in Detroit. During her time at CCS, she served as AIGA student chapter president and was awarded with the Imre J. Molnar Achievement Award as the Student Select for Communication Design. She creates meaningful systems through strategy and informed solutions. Madi works in identity, motion, print, and experience design with a holistic process rooted in concept, experimentation, and play. Her work has been recognized and awarded by design competitions such as Society of Typographic Arts (STA) 100 and Communication Arts Typographic Manual. In her free time, Madi enjoys drinking coffee and petting a cat (if she’s lucky).
Julian Dalat
Jr. Creative
Julian is a designer, a creative, and a dreamer with a Communication Design degree from the College for Creative Studies. His passion stretches across diverse disciplines – including motion, 3D graphics, web, and systems design with a mission to condense them into unique, long-lasting, and design-forward solutions. Julian's work has awarded him various CCS achievement awards, including the Promising Student Award in Memory of Nelson Greer. As part of a nationwide design competition sponsored by LG, Julian and his team were finalists earning a spot in Times Square and the Drew Barrymore Show. Julian thrives on pushing boundaries and exploring new territories in design, believing that the best ideas emerge from the intersection of various fields. Off the clock, he dabbles in the unique online community of mechanical keyboards.
We’re intentionally small.
Our structure enables us to operate at the most collaborative/creative level with our clients and one another – resulting in distinguished solutions that get right to the core.
We’re fluid.
Our body of work is intentionally diverse. We don’t believe in having a visual “style.” Every project has a unique challenge that informs our creative process and visual output.
“Form.”
We give form, inform, and transform.
Capabilities
Brand Identity
Brand Strategy
Art Direction
Animation
Motion Graphics
Print Design
Publication Design
Packaging Design
Web / Interactive
Environmental Design
Experience Design
Collaborators
Echo Charlie
Lafayette American
Hiatus
WTP Pictures
College for Creative Studies
Jezreel Santos
Brent Mosser
Tyler Luce
Priya Tirtha
Whitney Hockman
Select Clients
Clear Sky Eyecare
Cleveland Clinic Children's
College for Creative Studies
Corley Collection
Corvette
Cure Nailhouse
Cumulus Conference
Detroit Kitchen Terminal
Detroit Opera
Echo Charlie
Fiber Club*
GMC
Heroic Hearts Program
Hulu
Iannuzzi Studio
Kiesling
LinkedIn
Love Thy Neighbor
Marrow
Marrow Detroit Provisions
Meg Corley
Meillie Coffee
Mink
New Standard
Octagonhaus
Out Of Office Garage
Red Atlas
Rathaus
T-Mobile
The Opal
Toyota Research Institute
whiterosemoxie
20th Digital Studio