Jonina is from Iceland. She completed her studies in architecture before earning a Master’s in branding and design. She then worked at several of San Francisco’s most notable agencies before co-founding Skaggs. She has run the studio since the beginning.

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She is the reason the work looks the way it does. Not as an overseer, but as a designer. Jonina works directly on the visual identity, packaging, and design systems that emerge from every engagement, bringing the same precision to a logo mark or typographic system as she brings to the structure of an entire brand architecture. Her eye is the standard the studio works to.

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Her design sensibility is European in its restraint and exact in its execution. She considers both the macro and the micro, and believes that perspective and proportion are as essential to brand design as they are to architecture. She has also taught marketing and communications at the University of Iceland and branding and packaging at the College of Arts and Crafts in Northern Iceland, which means that what she practices in the studio she also teaches in the classroom. That combination keeps the thinking honest.