Outcast

Solution
As Outcast's creative studio, we had a deep understanding of the "client" and were eager to take the brand beyond its previous limits. We began with workshops to establish brand strategy and messaging. These deep dives revealed that Outcast's people, partners, and clients were its core assets. This led to the development of our design direction and guiding north star: "part of the family."

After defining the direction, we developed a design system. Starting with the logo, we balanced structure and individuality through a typeface with personality. We pushed the logo even further by allowing it to break, turn corners, and rotate within given parameters. To truly showcase Outcast as one big family, we needed to expand the current color palette. We chose a palette that emulated a family while seamlessly blending with Outcast's signature orange.

To establish guardrails for creativity, we created a structured color-block system with our new palette and grid. For type, we incorporated a more expressive, playful typeface to balance our sans-serif look. This pushed the brand to reflect a realness while still being buttoned-up.

The rebrand encompassed a full refresh of all agency touchpoints, including a website redesign, deck buildout, contract redesign, business cards, and email signatures. We designed all elements with the Outcast family as our guiding design direction.