I'm rebranding Unless!
Unless went freelance. The old package model is retired. Now the brand itself is catching up to what the studio actually is. This is that process, in progress, out loud.
The Setup:
Unless went freelance. The brand had not caught up yet.
The old model, the BAI, BSB, and BSR packages, was built for a version of Unless that no longer exists. When the studio shifted to full freelance, full-service brand strategy and website design, the offer changed completely, but the brand system underneath it was still speaking in the old language. This rebrand is closing that gap.
The thought process:
The rebrand started with a hard truth: I (Riley) had betrayed myself in search of someone that I thought I was. Unless lost it's meaning for a minute. I got a little too corporate with it…
The anti-corporate, deadpan, blunt, confident, and provocative voice is now locked. Not "girlboss," and not try-hard clever anymore. That direction was never really in question; I just didn't really put enough thought into it the first time around, and it lived only in how I talked to clients.
The visual system is where the real work is happening now: a colour system that feels electric and unique, built around the notion that to be remembered, you have to be different. Typography is a soft, poster-style direction, still being finalized, but the personality of it is already obvious in every draft.
Open Questions:
My next problem to solve is the CONTENT!
My brain always get so jumbled when it comes to my own content. I'm fine with anyone else's, but the second it's time to sit down and make a reel I'm curled up in the fetal position.
But lowkey it also just can't be that hard…
The Gallery:
