INDEX
Design Since 2015
Built by inviting perspectives.
Designed in Amsterdam
I’m the founder and creative director of Open Orbit, a design studio working on sustainable brands and products.
I work with leaders and their teams to bring perspectives together and make design decisions that align people and move the work forward.
Currently, I’m founding a permaculture design practice, Faba Origin, that supports landowners create thriving homesteads, digging my hands into soil and tending to plants and water flow.
Open Orbit believes that life thrives through design that invites perspectives.
Gabriel J-F Kroll
Founder of Open Orbit
Brand foundations for a permaculture design business
Brand Identity
·
·
·
Independent
·
·
·
Early-stage
Faba Origin is a permaculture design business in formation, serving homesteaders and land owners working with water, soil, plants, and land use.
I founded Faba Origin and led its brand identity through Open Orbit. The website was designed as a brand and story test, developing my permaculture platform, while the offering evolves through testing it with potential customers.
Case Study Details
Logomark
Map of projects world wide
While employed at
I worked with the Swedish Public Employment Office to design Speed Interviews — a digital recruitment service helping employers meet more candidates while giving jobseekers fairer opportunities beyond their CV. The service scaled nationally, supported remote recruitment during Covid-19, and informed how I approach system-level design and responsibility.
Case Study Details
Digital recruitment at scale
Web Responsive Interview Meeting Setup
Create Value
Brand Identity
Brand Sprint
Strategic brand clarity and direction.
Define the essence of your brand before any design begins.
Identity Foundations
Visual Identity for Early-Stage Brands
Logo, core visual language, and essential assets — built on real strategic insight.
Brand Identity System
A scalable identity for organizations in motion.
Create a coherent brand system that builds consistency and recognition across everything you communicate as you grow.
Product Design
Design Sprint
From scattered ideas to a clear, tested direction. Fast.
Align stakeholders, cut through uncertainty, and gain the insight you need to move forward with confidence.
Feature Design
One critical product challenge, designed end-to-end.
Turn a key product question into a clear, tested feature that moves your offering forward with intent.
Product Partnership
Long-term clarity for complex, evolving products.
Create the clarity and structure your product needs to evolve deliberately as complexity grows.
Featured Writing
Pop-Ups, Considered
Gabriel J-F Kroll
·
December 15, 2025
I opened Adobe's color wheel yesterday to work on color harmony for a branding project.
Before I could do that, I had to acknowledge tracking, dismiss a promotion, consider an upgrade, and decide whether I wanted to log in with Google. All stacked neatly on top of each other.
Nothing was technically broken. And yet Adobe's color service wasn't what I saw.
Four layers of interruption before I could pick a color. That's when "death by pop-up" popped into my head.
Read More
The Kind of Brand Value We Notice, but Rarely Measure
Gabriel J-F Kroll
·
December 6, 2025
In 2011, Patagonia ran a full-page ad in The New York Times on Black Friday with the words in bold: "Don't Buy This Jacket."
The ad detailed the environmental cost of making their bestselling R2 fleece: 135 liters of water, enough material for 20 plastic bags, and two-thirds of its weight in carbon emissions. Then it asked customers to reconsider whether they needed it at all.
By every traditional metric, this should have backfired. Instead, sales increased 30% the following year. Patagonia's brand value didn't show up in the ad's conversion rate or the campaign's ROI. It showed up in how people felt about the company before they ever clicked "buy."
That perception (trust, alignment, coherence) was working long before any spreadsheet could measure it.
Read More
Gabriel J-F Kroll
SHOWCASE
WRITING
STUDIO
Design Since 2015
Built by inviting perspectives.
Designed in Amsterdam
I’m the founder and creative director of Open Orbit, a design studio working on sustainable brands and products.
I work with leaders and their teams to bring perspectives together and make design decisions that align people and move the work forward.
Currently, I’m founding a permaculture design practice, Faba Origin, that supports landowners create thriving homesteads, digging my hands into soil and tending to plants and water flow.
Open Orbit believes that life thrives through design that invites perspectives.
Gabriel J-F Kroll
Founder of Open Orbit
Brand foundations for a permaculture design business
Brand Identity
·
·
·
Independent
·
·
·
Early-stage
Faba Origin is a permaculture design business in formation, serving homesteaders and land owners working with water, soil, plants, and land use.
I founded Faba Origin and led its brand identity through Open Orbit. The website was designed as a brand and story test, developing my permaculture platform, while the offering evolves through testing it with potential customers.
Case Study Details
Logomark
Map of projects world wide
While employed at
I worked with the Swedish Public Employment Office to design Speed Interviews — a digital recruitment service helping employers meet more candidates while giving jobseekers fairer opportunities beyond their CV. The service scaled nationally, supported remote recruitment during Covid-19, and informed how I approach system-level design and responsibility.
Case Study Details
Digital recruitment at scale
Web Responsive Interview Meeting Setup
Create Value
Brand Identity
Brand Sprint
Strategic brand clarity and direction.
Define the essence of your brand before any design begins.
Identity Foundations
Visual Identity for Early-Stage Brands
Logo, core visual language, and essential assets — built on real strategic insight.
Brand Identity System
A scalable identity for organizations in motion.
Create a coherent brand system that builds consistency and recognition across everything you communicate as you grow.
Product Design
Design Sprint
From scattered ideas to a clear, tested direction. Fast.
Align stakeholders, cut through uncertainty, and gain the insight you need to move forward with confidence.
Feature Design
One critical product challenge, designed end-to-end.
Turn a key product question into a clear, tested feature that moves your offering forward with intent.
Product Partnership
Long-term clarity for complex, evolving products.
Create the clarity and structure your product needs to evolve deliberately as complexity grows.
Featured Writing
Pop-Ups, Considered
Gabriel J-F Kroll
·
December 15, 2025
I opened Adobe's color wheel yesterday to work on color harmony for a branding project.
Before I could do that, I had to acknowledge tracking, dismiss a promotion, consider an upgrade, and decide whether I wanted to log in with Google. All stacked neatly on top of each other.
Nothing was technically broken. And yet Adobe's color service wasn't what I saw.
Four layers of interruption before I could pick a color. That's when "death by pop-up" popped into my head.
Read More
The Kind of Brand Value We Notice, but Rarely Measure
Gabriel J-F Kroll
·
December 6, 2025
In 2011, Patagonia ran a full-page ad in The New York Times on Black Friday with the words in bold: "Don't Buy This Jacket."
The ad detailed the environmental cost of making their bestselling R2 fleece: 135 liters of water, enough material for 20 plastic bags, and two-thirds of its weight in carbon emissions. Then it asked customers to reconsider whether they needed it at all.
By every traditional metric, this should have backfired. Instead, sales increased 30% the following year. Patagonia's brand value didn't show up in the ad's conversion rate or the campaign's ROI. It showed up in how people felt about the company before they ever clicked "buy."
That perception (trust, alignment, coherence) was working long before any spreadsheet could measure it.
Read More
Gabriel J-F Kroll
SHOWCASE
WRITING
STUDIO
Design Since 2015
Built by inviting perspectives.
Designed in Amsterdam
I’m the founder and creative director of Open Orbit, a design studio working on sustainable brands and products.
I work with leaders and their teams to bring perspectives together and make design decisions that align people and move the work forward.
Currently, I’m founding a permaculture design practice, Faba Origin, that supports landowners create thriving homesteads, digging my hands into soil and tending to plants and water flow.
Open Orbit believes that life thrives through design that invites perspectives.
Gabriel J-F Kroll
Founder of Open Orbit
Brand foundations for a permaculture design business
Brand Identity
·
·
·
Independent
·
·
·
Early-stage
Faba Origin is a permaculture design business in formation, serving homesteaders and land owners working with water, soil, plants, and land use.
I founded Faba Origin and led its brand identity through Open Orbit. The website was designed as a brand and story test, developing my permaculture platform, while the offering evolves through testing it with potential customers.
Case Study Details
Logomark
Map of projects world wide
While employed at
I worked with the Swedish Public Employment Office to design Speed Interviews — a digital recruitment service helping employers meet more candidates while giving jobseekers fairer opportunities beyond their CV. The service scaled nationally, supported remote recruitment during Covid-19, and informed how I approach system-level design and responsibility.
Case Study Details
Digital recruitment at scale
Web Responsive Interview Meeting Setup
Create Value
Brand Identity
Brand Sprint
Strategic brand clarity and direction.
Define the essence of your brand before any design begins.
Identity Foundations
Visual Identity for Early-Stage Brands
Logo, core visual language, and essential assets — built on real strategic insight.
Brand Identity System
A scalable identity for organizations in motion.
Create a coherent brand system that builds consistency and recognition across everything you communicate as you grow.
Product Design
Design Sprint
From scattered ideas to a clear, tested direction. Fast.
Align stakeholders, cut through uncertainty, and gain the insight you need to move forward with confidence.
Feature Design
One critical product challenge, designed end-to-end.
Turn a key product question into a clear, tested feature that moves your offering forward with intent.
Product Partnership
Long-term clarity for complex, evolving products.
Create the clarity and structure your product needs to evolve deliberately as complexity grows.
Featured Writing
Pop-Ups, Considered
Gabriel J-F Kroll
·
December 15, 2025
I opened Adobe's color wheel yesterday to work on color harmony for a branding project.
Before I could do that, I had to acknowledge tracking, dismiss a promotion, consider an upgrade, and decide whether I wanted to log in with Google. All stacked neatly on top of each other.
Nothing was technically broken. And yet Adobe's color service wasn't what I saw.
Four layers of interruption before I could pick a color. That's when "death by pop-up" popped into my head.
Read More
The Kind of Brand Value We Notice, but Rarely Measure
Gabriel J-F Kroll
·
December 6, 2025
In 2011, Patagonia ran a full-page ad in The New York Times on Black Friday with the words in bold: "Don't Buy This Jacket."
The ad detailed the environmental cost of making their bestselling R2 fleece: 135 liters of water, enough material for 20 plastic bags, and two-thirds of its weight in carbon emissions. Then it asked customers to reconsider whether they needed it at all.
By every traditional metric, this should have backfired. Instead, sales increased 30% the following year. Patagonia's brand value didn't show up in the ad's conversion rate or the campaign's ROI. It showed up in how people felt about the company before they ever clicked "buy."
That perception (trust, alignment, coherence) was working long before any spreadsheet could measure it.
Read More
Gabriel J-F Kroll
SHOWCASE
WRITING
STUDIO
Design Since 2015
Built by inviting perspectives.
Designed in Amsterdam
Design Since 2015
Designed in Amsterdam
Design Since 2015
Designed in Amsterdam
I’m the founder and creative director of Open Orbit, a design studio working on sustainable brands and products.
I work with leaders and their teams to bring perspectives together and make design decisions that align people and move the work forward.
Currently, I’m founding a permaculture design practice, Faba Origin, that supports landowners create thriving homesteads, digging my hands into soil and tending to plants and water flow.
Open Orbit believes that life thrives through design that invites perspectives.
Gabriel J-F Kroll
Founder of Open Orbit
Brand foundations for a permaculture design business
Brand Identity
·
·
·
Independent
·
·
·
Early-stage
Faba Origin is a permaculture design business in formation, serving homesteaders and land owners working with water, soil, plants, and land use.
I founded Faba Origin and led its brand identity through Open Orbit. The website was designed as a brand and story test, developing my permaculture platform, while the offering evolves through testing it with potential customers.
Case Study Details
Logomark
Map of projects world wide
While employed at
I worked with the Swedish Public Employment Office to design Speed Interviews — a digital recruitment service helping employers meet more candidates while giving jobseekers fairer opportunities beyond their CV. The service scaled nationally, supported remote recruitment during Covid-19, and informed how I approach system-level design and responsibility.
Case Study Details
Digital recruitment at scale
Web Responsive Interview Meeting Setup
Create Value
Brand Identity
Brand Sprint
Strategic brand clarity and direction.
Define the essence of your brand before any design begins.
Identity Foundations
Visual Identity for Early-Stage Brands
Logo, core visual language, and essential assets — built on real strategic insight.
Brand Identity System
A scalable identity for organizations in motion.
Create a coherent brand system that builds consistency and recognition across everything you communicate as you grow.
Product Design
Design Sprint
From scattered ideas to a clear, tested direction. Fast.
Align stakeholders, cut through uncertainty, and gain the insight you need to move forward with confidence.
Feature Design
One critical product challenge, designed end-to-end.
Turn a key product question into a clear, tested feature that moves your offering forward with intent.
Product Partnership
Long-term clarity for complex, evolving products.
Create the clarity and structure your product needs to evolve deliberately as complexity grows.
Featured Writing
Pop-Ups, Considered
Gabriel J-F Kroll
·
December 15, 2025
I opened Adobe's color wheel yesterday to work on color harmony for a branding project.
Before I could do that, I had to acknowledge tracking, dismiss a promotion, consider an upgrade, and decide whether I wanted to log in with Google. All stacked neatly on top of each other.
Nothing was technically broken. And yet Adobe's color service wasn't what I saw.
Four layers of interruption before I could pick a color. That's when "death by pop-up" popped into my head.
Read More
The Kind of Brand Value We Notice, but Rarely Measure
Gabriel J-F Kroll
·
December 6, 2025
In 2011, Patagonia ran a full-page ad in The New York Times on Black Friday with the words in bold: "Don't Buy This Jacket."
The ad detailed the environmental cost of making their bestselling R2 fleece: 135 liters of water, enough material for 20 plastic bags, and two-thirds of its weight in carbon emissions. Then it asked customers to reconsider whether they needed it at all.
By every traditional metric, this should have backfired. Instead, sales increased 30% the following year. Patagonia's brand value didn't show up in the ad's conversion rate or the campaign's ROI. It showed up in how people felt about the company before they ever clicked "buy."
That perception (trust, alignment, coherence) was working long before any spreadsheet could measure it.
Read More