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Taste Test
DockTail approached me with a fun idea: make us look nothing like what we do.
As strange as it sounds, I think this is one of the most exciting creative challenges. When branding a business, the primary objective is usually to communicate what it does. But what happens when you deliberately take that away?
After a few days of brainstorming, experimentation, and using Curative Intelligence, I arrived at these two concepts.
One is ALL CAPS, the other is all lowercase. Both carry the same personality, but express it through two entirely different approaches.
Now I'm curious: Which one do you like more?
22 voted
65%
12 voted
35%
34 votes
Closed
Second one!!
Just like you said "I am voting for this" 😏
What a fun brief! Making a brand look nothing like what it does sounds tricky but so exciting. Curious which direction they went with.
This>That
Nice!
Love this brief — making a brand deliberately not say what it does is a brave test of personality over explanation. The lowercase version feels friendlier and more approachable to me, while the all-caps one reads bolder and more confident. Both work, but the lowercase one fits 'we ship fun' a little better.
Cool
Nice work
The option 1 looks great
First one- more practically, but second one is great for design contest. I the bouth
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A logo is the signature. The story is everything else. Read it here: https://ander.agency/blog-posts/branding-is-not-a-logo