Rita Matos - Beyond the Canon

This post includes both my profile and argument - please scroll to see both.

Rita Matos - Profile

Early Life and Education

Matos was born and raised in the suburbs[1] of Libson, the capital city of Portugal. It is here that which Rita Matos began her early career by creating visual identities and editorial projects for museums and some of Portugal’s most prominent cultural institutions. [2] Between 2010 and 2013, Matos studied Communication Design at the ‘Faculdade de Belas Artes da Universidade de Lisboa[3]’ (Faculty of Fine Arts of the University of Lisbon).

Post graduation, and before having what she would consider to be a ‘career’, Matos found the beginning of one to be “stressful and interesting”, whilst attempting to not preemptively “short-circuit” herself. She wished to “always have interesting things to do in life and to talk about.”[4]

Career

Silvadesigners – 2014 to 2018

Silvadesigners, founded in 2001 and ran by Jorge Silva[5], are a design studio that operate in the field of culture, public, private and commercial.[6] They tout their experience within the niches of the design and production of books and publications, including magazines – both nationally and internationally.

[7] Matos joined February of 2014 [8], her first project there being the Portuguese architecture pavilion for the Venice Biennale – an experience that she still describes as feeling surreal.[9] Other collaborations included working with Portuguese music labels such as XXIII[10] and Discotexas[11], which allowed Matos to blend her love of music and art, helping to shape her voice in design and creating (in her own words) cohesive, impactful works.

[12] During her time at Silvadesigners, Matos’ work was exhibited in her very first solo show in a contemporary art gallery – FOCO[13], held at the tail end of 2017.[14] The show, curated by fellow Lisbonian Joana Portela[15], featured 20 pieces of work displayed with a desire “to bond the universe of design with contemporary art, and to test the boundaries of typography into a more artistic purpose”.[16]

Freelancing

Whilst working 5 days a week at Silvadesigners, Matos was also undertaking numerous freelance projects, including art direction for the Berlin-based electronic music magazine Borshch.[17] In a 2019 interview [18], Matos stated that her decision – around may of 2018 – to transition entirely to freelance work and leaving a “cool stable studio job”[19] and venturing to do her own thing, has been one of if not her proudest moment.

Her hopes at the time were to kick off a bigger ‘360 degree’ project with a team, because she was happier working as a collective, and learning new things from each person. It was during this time that she moved from Lisbon to New York. [20]

New Studio – 2018 to Present day

Not long after moving to New York, Matos met Axel Peemoeller[21], and they immediately clicked, which led to the creation of ‘New Studio’. [22] As is in line with her previous ventures, such as the exhibition, New Studio aims to push design boundaries and cultivate a work culture grounded in creative freedom, exploration and personal growth. [23] By January of 2019, 12 creatives worked under the studio from all over the world,[24] which prides itself on having “no hierarchies and no boss.[25]” As Matos had hoped, the studio has a collaborative push to it, with many members of New Studio having already or were at the time collaborating with one another for years[26]. Clientele for New Studio and its creativity includes the continued collaboration with XXIII, along with the Cultural festival Dimitria[27], The Brooklyn circuses rebrand[28] [29] and (notably) Ghetto Gastro[30]. Their book, Black power kitchen, which Matos did design work on, was described as [2022’s] “most important cookbook” by Vogue[31], “passionate[32]” by cookbookreview, and “like nothing you’ve ever read before”[33] by the financial times.

[1] TypeRoom (2015). Rita Matos is a Millenial to keep your typographic eyes on - TypeRoom. [online] Typeroom.eu. Available at: https://www.typeroom.eu/article/rita-matos-millenial-keep-your-typographic-eyes [Accessed 11 Nov. 2025].

[2] https://www.linkedin.com/in/ritamatos [accessed 12 Nov.2025]

[3] ULisboa (n.d.). ULisboa. [online] www.ulisboa.pt. Available at: https://www.ulisboa.pt/en.

[4] TypeRoom (2015). Rita Matos is a Millenial to keep your typographic eyes on - TypeRoom. [online] Typeroom.eu. Available at: https://www.typeroom.eu/article/rita-matos-millenial-keep-your-typographic-eyes [Accessed 11 Nov. 2025].

[5] Primeirapedra.com. (2025). Jorge Silva : Primeira Pedra. [online] Available at: http://www.primeirapedra.com/en/creators/jorge-silva/ [Accessed 27 Nov. 2025].

[6] Nós / About — silvadesigners (2025). silvadesigners. [online] silvadesigners. Available at: https://www.silvadesigners.com/nos-we [Accessed 10 Nov. 2025].

[7] Nós / About — silvadesigners (2025). silvadesigners. [online] silvadesigners. Available at: https://www.silvadesigners.com/nos-we [Accessed 10 Nov. 2025].

[8] https://www.linkedin.com/in/ritamatos [accessed 12 Nov.2025]

[9] RITA MATOS. (2018). RITA MATOS. [online] Available at: https://www.ritamatos.com/ [accessed 11nov 2025]

[10] XXIII (2025). XXIII. [online] XXIII. Available at: https://www.xxiiibeats.com/ [Accessed 27 Nov. 2025].

[11] DTX (2024). DTX. [online] DTX. Available at: https://discotexas.com/ [Accessed 27 Nov. 2025].

[12] RITA MATOS. (2018). RITA MATOS. [online] Available at: https://www.ritamatos.com/ [accessed 11nov 2025]

[13] Lisboa, F. (2025). Galeria Foco – Contemporary art gallery Lisbon. [online] Galeria Foco. Available at: https://galeriafoco.com/ [Accessed 27 Nov. 2025].

[14] Matos, R. (2018). Rita Matos, the Portuguese Designer Questioning the Nature of Art, Design, and Posters. [online] Eye on Design. Available at: https://eyeondesign.aiga.org/rita-matos-the-portuguese-designer-questioning-the-nature-of-art-design-and-posters/ [Accessed 12 Nov. 2025].

[15] https://www.researchgate.net/profile/Joana-Portela-5 [accessed 27 Nov.2025]

[16] Matos, R. (2018). Rita Matos, the Portuguese Designer Questioning the Nature of Art, Design, and Posters. [online] Eye on Design. Available at: https://eyeondesign.aiga.org/rita-matos-the-portuguese-designer-questioning-the-nature-of-art-design-and-posters/ [Accessed 12 Nov. 2025].

[17] Matos, R. (2018). Rita Matos, the Portuguese Designer Questioning the Nature of Art, Design, and Posters. [online] Eye on Design. Available at: https://eyeondesign.aiga.org/rita-matos-the-portuguese-designer-questioning-the-nature-of-art-design-and-posters/ [Accessed 12 Nov. 2025].

[18] Working, W.N. (2019). Working Not Working Magazine. [online] Working Not Working Magazine. Available at: https://magazine.workingnotworking.com/magazine/2019/3/5/iwd2019-rita-matos [Accessed 11 Nov. 2025].

[19] Working, W.N. (2019). Working Not Working Magazine. [online] Working Not Working Magazine. Available at: https://magazine.workingnotworking.com/magazine/2019/3/5/iwd2019-rita-matos [Accessed 11 Nov. 2025].

[20] RITA MATOS. (2018). RITA MATOS. [online] Available at: https://www.ritamatos.com/ [accessed 11nov 2025]

[21] Axel Peemöller. (2025). Axel Peemöller. [online] Available at: http://axelpeemoeller.com/ [Accessed 27 Nov. 2025].

[22] RITA MATOS. (2018). RITA MATOS. [online] Available at: https://www.ritamatos.com/ [accessed 11nov 2025]

[23] RITA MATOS. (2018). RITA MATOS. [online] Available at: https://www.ritamatos.com/ [accessed 11nov 2025]

[24] Itsnicethat.com. (2019). New Studio is an international concept studio with no hierarchies and no boss. [online] Available at: https://www.itsnicethat.com/articles/new-studio-graphic-design-250119 [Accessed 12 Nov. 2025].

[25] Itsnicethat.com. (2019). New Studio is an international concept studio with no hierarchies and no boss. [online] Available at: https://www.itsnicethat.com/articles/new-studio-graphic-design-250119 [Accessed 12 Nov. 2025].

[26] Itsnicethat.com. (2019). New Studio is an international concept studio with no hierarchies and no boss. [online] Available at: https://www.itsnicethat.com/articles/new-studio-graphic-design-250119 [Accessed 12 Nov. 2025].

[27] Itsnicethat.com. (2019). New Studio is an international concept studio with no hierarchies and no boss. [online] Available at: https://www.itsnicethat.com/articles/new-studio-graphic-design-250119 [Accessed 12 Nov. 2025].

[28] Newstudio.studio. (2019). The Brooklyn Circus, Fashion Branding : New Studio. [online] Available at: https://newstudio.studio/bkc-branding/ [Accessed 12 Nov. 2025].

[29] Itsnicethat.com. (2021). New Studio’s rebranding of The Brooklyn Circus emphasises its cultural heritage and commitment to the community. [online] Available at: https://www.itsnicethat.com/articles/new-studio-the-brooklyn-circus-graphic-design-260521 [Accessed 14 Nov. 2025].

[30] Newstudio.studio. (2025). Available at: https://newstudio.studio/blackpowerkitchen/ [Accessed 12 Nov. 2025].

[31] Maitland, H. (2022). Ghetto Gastro’s ‘Black Power Kitchen’ Is The Year’s Most Important Cookbook. [online] British Vogue. Available at: https://www.vogue.co.uk/arts-and-lifestyle/article/ghetto-gastro-black-power-kitchen [Accessed 27 Nov. 2025].

[32] Lynes, A. (2022). Black Power Kitchen by Jon Gray, Pierre Serrao and Lester Walker. [online] Cookbookreview.blog. Available at: https://cookbookreview.blog/2022/12/14/black-power-kitchen-by-jon-gray-pierre-serrao-and-lester-walker/ [Accessed 27 Nov. 2025].

[33] Ajesh Patalay (2022). ‘The only thing as American as apple pie is the oppression of black people’. [online] @FinancialTimes. Available at: https://www.ft.com/content/ff55f5e6-2ede-4e90-ad27-6980d7903568 [Accessed 27 Nov. 2025].

Rita Matos - Argument

Hailing from Lisbon, Portugal (an area heavily underrepresented in the design canon), Rita Matos is a co-founder of the New York based design studio ‘New Studio’, who’s members work on projects that tackle themes of culture and society.

Matos has received note and mention before; her work was featured within the book ‘FemmeType[1]’ (published 2018) which acts as a ‘a careful consideration of the role of the “other” in the history of the profession: women, ethnic minorities […] and the everyday’ [2] [3].

Her more current works are those she has done within New Studio – which she cocreated. Works include supporting many great causes – saving the oceans and reduction of plastic use and food waste. A campaign she designed Rethink Food NYC aims to bridge the gap between excess food from restaurants and the communities in need of nutritious meals. Subtly, said campaigns true aim can be seen as trying to reduce the effect of colonisation within.

Especially within the West, food is seen as commodity, to such a degree that “the wealth of those societies in which the capitalist mode of production prevails, presents itself as an immense accumulation of commodities,”[4]. This practice, decolonisation, “is about bringing to light and taking apart colonialist power in all its forms. We need to understand that society as we know it is built upon this power. This includes all the things that perpetuate and reproduce the legacy of colonialism in areas like education, housing, finance, policing, healthcare and many more” [5], and is a practice that is detrimental here, and within Black Power Kitchen.

Ghetto Gastro’s incredible work – BPK – was designed and art-directed by Rita Matos at New Studio. The book acts as a statement piece, a manifesto and a cookbook. Ghetto Gastro co-founder Pierre Serrao discussed with Food52 “about [for the book] deciding the most important stories and people we want to remember forever. Our goal was to enhance our storytelling by showcasing delicious recipes paired with amazing artworks and strong words[6]”.

These aren’t just recipes, it’s pure unapologetic culture – the books purpose is to allow for this culture to no longer be just recipes, still to this day “the authority of the canon has undermined the work produced by non-Western cultures and those from poorer backgrounds so that Ghanaian textiles, for example, get cast as craft rather than design[7]”. Decolonisation is also a factor at play within the book, Serrao and his co-founders – Jon Gray and Lester Walker – discuss “perhaps no food has been weaponized more than cane sugar – its painful history as a product that the African enslaved grew and processed is haunting. Their labour made sugar a global commodity[8]”, and subsequently recommend alternative, more traditional cane sugar – closer to what “[their] ancestors” would have used. These same impacts of colonisation are also discussed within Frantz Fanons ‘The Wretched of the Earth’ – with how “Deportation, massacres, forced labour, and slavery were the primary methods used by capitalism to increase its gold and diamond reserves, and establish its wealth and power[9]”‌, of which the same message can be found in Serrao’s message that “When this subsidized commodity makes buying oranges and greens unaffordable, something is deeply wrong.[10]”

Matos’ role as a designer in the book shows an understanding of design responsibilities. Designers can use their talent for good – “most designers would agree that design has an important social role […] anchored in the reality of its social consequence[11]”. Hailing from a place lost in design canon, her practice evolving to the stage where her name can attach to such a topical work, “it is this dialogic process that defines visual communication as a social activity[12]”. Social responsibility is a weighted topic, Matos has come far from her representation in Femmetype, “to teach social responsibility […] is an understanding of visual communication as exchange, understanding that such exchanges are never predictable or neat[13]”, which is why I find her worthy of note.

[1] Weaver, A. (2019) Femme type : a book celebrating women in the type industry. 2nd edition. [Brighton]: People of Print (in perpetuum).

[2] Triggs, T. (1998) ‘The Endless Library at the End of Print.’ Eye, 7 (27) Spring, pp. 39-47

[3] Eye Magazine. (2022). Eye Magazine | Feature | The endless library at the end of print. [online] Available at: https://www.eyemagazine.com/feature/article/the-endless-library-at-the-end-of-print [Accessed 26 Nov. 2025].

[4] Karl Marx, “Zur Kritik der Politischen Oekonomie.” Berlin, 1859, p. 3.

[5] Corble, A. (n.d.). LibGuides: Decolonisation and Anti-Racism: Decolonisation homepage. [online] guides.lib.sussex.ac.uk. Available at: https://guides.lib.sussex.ac.uk/decolonisation. [Accessed 23 Nov 2025]

[6] https://food52.com/story/27650-ghetto-gastro-black power-kitchen-cookbook#:~:text=community%2C%E2%80%9D%20he%20 said.%20%E2%80%9C-,For%20us%20it%20was%20about,-deciding%20 the%20most

[7] Khandwala, A. (2019). What Does It Mean to Decolonize Design? [online] Eye on Design. Available at: https://eyeondesign.aiga.org/what-does-it-mean-to-decolonize-design/.

[8] Gray, J., Serrao, P. and Walker, L. (2022). Ghetto Gastro Presents Black Power Kitchen. Artisan. P.16

[9] Fanon, F. (1963). The Wretched of the Earth. New York: Grove Press P.45

[10] Food52. (2022). Ghetto Gastro’s ‘Black Power Kitchen’ is a Culinary Manifesto. [online] Available at: https://food52.com/story/27650-ghetto-gastro-black-power-kitchen-cookbook [Accessed 18 Nov. 2025].

[11] Heller, S. and Vienne, V. (2018). Citizen designer : perspectives on design responsibility. New York: Allworth Press. – P26 - ‘Beyond Pro Bono’ Bush, A.

[12] Heller, S. and Vienne, V. (2018). Citizen designer : perspectives on design responsibility. New York: Allworth Press. – P26 ‘Beyond Pro Bono’ Bush, A.

[13] Heller, S. and Vienne, V. (2018). Citizen designer : perspectives on design responsibility. New York: Allworth Press. – P26 ‘Beyond Pro Bono’ Bush, A.

BIBLIOGRAPHY

Books:

• Fanon, F. (1963). The Wretched of the Earth. New York: Grove Press P.45
• Gray, J., Serrao, P. and Walker, L. (2022). Ghetto Gastro Presents Black Power Kitchen. Artisan. P.16
• Heller, S. and Vienne, V. (2018). Citizen designer : perspectives on design responsibility. New York: Allworth Press. – P26 - ‘Beyond Pro Bono’, Bush, A.
• Karl Marx, (1859) “Zur Kritik der Politischen Oekonomie.” Berlin, p. 3.
• Triggs, T. (1998) ‘The Endless Library at the End of Print.’ Eye, 7 (27) Spring, pp. 39-47
• Weaver, A. (2019) Femme type : a book celebrating women in the type industry. 2nd edition. [Brighton]: People of Print (in perpetuum).

Articles:

• Ajesh Patalay (2022). ‘The only thing as American as apple pie is the oppression of black people’. [online] @FinancialTimes. Available at: https://www.ft.com/content/ff55f5e6-2ede-4e90-ad27-6980d7903568 [Accessed 27 Nov. 2025].
• Corble, A. (n.d.). LibGuides: Decolonisation and Anti-Racism: Decolonisation homepage. [online] guides.lib.sussex.ac.uk. Available at: https://guides.lib.sussex.ac.uk/decolonisation. [Accessed 23 Nov 2025]
• Eye Magazine. (2022). Eye Magazine | Feature | The endless library at the end of print. [online] Available at: https://www.eyemagazine.com/feature/article/the-endless-library-at-the-end-of-print [Accessed 26 Nov. 2025].
• Eye on Design - Matos, R. (2018). Rita Matos, the Portuguese Designer Questioning the Nature of Art, Design, and Posters. [online] Eye on Design. Available at: https://eyeondesign.aiga.org/rita-matos-the-portuguese-designer-questioning-the-nature-of-art-design-and-posters/ [Accessed 12 Nov. 2025].
• Food52. (2022). Ghetto Gastro’s ‘Black Power Kitchen’ is a Culinary Manifesto. [online] Available at: https://food52.com/story/27650-ghetto-gastro-black-power-kitchen-cookbook.
• Itsnicethat.com. (2019). New Studio is an international concept studio with no hierarchies and no boss. [online] Available at: https://www.itsnicethat.com/articles/new-studio-graphic-design-250119 [Accessed 12 Nov. 2025].
• Itsnicethat.com. (2021). New Studio’s rebranding of The Brooklyn Circus emphasises its cultural heritage and commitment to the community. [online] Available at: https://www.itsnicethat.com/articles/new-studio-the-brooklyn-circus-graphic-design-260521 [Accessed 14 Nov. 2025].
• Khandwala, A. (2019). What Does It Mean to Decolonize Design? [online] Eye on Design. Available at: https://eyeondesign.aiga.org/what-does-it-mean-to-decolonize-design/.
• Lynes, A. (2022). Black Power Kitchen by Jon Gray, Pierre Serrao and Lester Walker. [online] Cookbookreview.blog. Available at: https://cookbookreview.blog/2022/12/14/black-power-kitchen-by-jon-gray-pierre-serrao-and-lester-walker/ [Accessed 27 Nov. 2025].
• Maitland, H. (2022). Ghetto Gastro’s ‘Black Power Kitchen’ Is The Year’s Most Important Cookbook. [online] British Vogue. Available at: https://www.vogue.co.uk/arts-and-lifestyle/article/ghetto-gastro-black-power-kitchen [Accessed 27 Nov. 2025].
• TypeRoom (2015). Rita Matos is a Millenial to keep your typographic eyes on - TypeRoom. [online] Typeroom.eu. Available at: https://www.typeroom.eu/article/rita-matos-millenial-keep-your-typographic-eyes [Accessed 11 Nov. 2025].
• Working, W.N. (2019). Working Not Working Magazine. [online] Working Not Working Magazine. Available at: https://magazine.workingnotworking.com/magazine/2019/3/5/iwd2019-rita-matos [Accessed 11 Nov. 2025].

Websites:

• Axel Peemöller. (2025). Axel Peemöller. [online] Available at: http://axelpeemoeller.com/ [Accessed 27 Nov. 2025].
• DTX (2024). DTX. [online] DTX. Available at: https://discotexas.com/ [Accessed 27 Nov. 2025].
• https://www.linkedin.com/in/ritamatos [accessed 12 Nov.2025]
• Lisboa, F. (2025). Galeria Foco – Contemporary art gallery Lisbon. [online] Galeria Foco. Available at: https://galeriafoco.com/ [Accessed 27 Nov. 2025].
• Newstudio.studio. (2025). Available at: https://newstudio.studio/blackpowerkitchen/ [Accessed 12 Nov. 2025].
• Newstudio.studio. (2019). The Brooklyn Circus, Fashion Branding : New Studio. [online] Available at: https://newstudio.studio/bkc-branding/ [Accessed 12 Nov. 2025].
• Nós / About — silvadesigners (2025). silvadesigners. [online] silvadesigners. Available at: https://www.silvadesigners.com/nos-we [Accessed 10 Nov. 2025].
• Primeirapedra.com. (2025). Jorge Silva : Primeira Pedra. [online] Available at: http://www.primeirapedra.com/en/creators/jorge-silva/ [Accessed 27 Nov. 2025].
• https://www.researchgate.net/profile/Joana-Portela-5 [accessed 27 Nov.2025]
• RITA MATOS. (2018). RITA MATOS. [online] Available at: https://www.ritamatos.com/ [accessed 11nov 2025]
• ULisboa (n.d.). ULisboa. [online] www.ulisboa.pt. Available at: https://www.ulisboa.pt/en.
• XXIII (2025). XXIII. [online] XXIII. Available at: https://www.xxiiibeats.com/ [Accessed 27 Nov. 2025].