Unfiltered is an online business education platform founded by 21-year-old entrepreneur Jake Millar. After two years of strong growth in New Zealand, Unfiltered decided it was time to launch in the United States. Strategy Creative were tasked to refresh the brand, ensuring Unfiltered were set up for success in the US and help establish the brand as a leading voice in business education.
Strategy Creative created a brand based on two core elements: an ‘ownable’ typeface and an ‘ownable’ colour. With this is mind, we created a bold and upfront all-caps logo. The chamfered edges of Lineto’s Replica allowed the wordmark to be set as a strong unit, and created a subtle reference to digital LCD displays. The play symbol was added in reference to the ‘always on’ nature of Unfiltered’s business. This was extended into a full set of playback symbols that were used as brand elements across print and motion executions. A flexible system was rolled out across the collateral, creating a dynamic relationship between the wordmark and the play symbol.