Giorgia Lupi has built a career at the intersection of design, storytelling, and information, treating data not as cold fact but as something deeply human. 

From organizing buttons in her grandmother’s tailor shop in Italy to becoming a partner at Pentagram, her work consistently challenges the idea that analysis and artistry exist in separate worlds. 

In this episode, Giorgia reflects on her path from architecture to information design, and unpacks her philosophy of data humanism: an approach that embraces subjectivity, emotion, and storytelling as essential to how we understand data. She also talks about her work in branding, including Capacity’s recent rebrand, and what it means to design in a world increasingly shaped by AI.

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LINKS

Giorgia Lupi: https://giorgialupi.com/ 

Pentagram: https://www.pentagram.com/ 

Letterform Online Archive: https://oa.letterformarchive.org/