What does GABA actually do?

GABA is a creative studio working with language, design, and AI.

In practical terms, this can include:

• shaping AI-native brand voice and prompt systems

• designing or rethinking websites and platforms

• clarifying ideas that are difficult to articulate or position

• developing experimental tools and artefacts exploring AI and interpretation

Some work is commissioned.
Some is self-initiated.
All of it is concerned with how meaning holds as systems change.

Who do you typically work with?

We tend to work best with:

• founders and small teams building something new

• artists, writers, and studios navigating AI thoughtfully

• organisations in moments of transition or re-definition

If you’re struggling to explain what you do — or feel your current presence no longer reflects where you’re heading — GABA may be a good fit.

Do I need a clear brief before getting in touch?

No.

Many conversations begin with uncertainty rather than clarity.
That’s often the point of the work.

A question, a tension, or a sense that something isn’t quite aligned is enough to start.

Is GABA a consultancy or an agency?

Not in the traditional sense.

GABA operates as a studio practice — combining strategic thinking, creative direction, and hands-on making.

Some projects look like advisory work.
Others involve design, writing, or systems building.
The shape follows the need.

Do you work with AI tools directly?

Yes — but carefully.

GABA works with AI systems as interpretive partners, not replacements for human judgement.
The focus is on clarity, authorship, and responsibility rather than automation for its own sake.

You can read more about this on our Responsible AI page.

What is an “artefact”?

An artefact is something the studio has made and released — a framework, tool, or publishing experiment.

Examples include Agent Page and Interactive Vitamins.

Artefacts are not side projects.
They are extensions of the studio’s thinking, given form.

How do projects usually begin?

Most projects start with a conversation.

From there, we’ll explore:

• whether the work is a good fit

• what kind of engagement makes sense

• and whether there’s a shared way of working

Not every conversation leads to a project.
That’s intentional.

Where are you based?

GABA is based in Yorkshire and works remotely.

How do I get in touch?

You can reach out via the Contact page.