On Tuesday 23 June, Mitch Paone passed away peacefully at his home in Chamonix. He was the co-founder of DIA Studio, together with his partner Meg Donohoe. Over the last decade, they revolutionised motion in branding and the way the design world thinks about identity. His core insight was deceptively simple: a brand is not a logo frozen on a page, but rather a behaviour that evolves over time. In 2015, he coined the term 'Kinetic Identity' to describe his discovery, and then spent years developing this into a comprehensive methodology. Using motion as material and time as form, he created systems that are so well designed they continue to evolve even after the designer has moved on. On Neon Moiré we published Roosje Klap's obituary. https://www.neonmoire.com/announcement/in-memoriam-mitch-paone-1982-2026