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Lucra Project Kickoff — Starting a Rebrand from Zero
Every rebrand starts the same way: a blank page and a long list of questions.
Before a single color or typeface gets chosen, we run a full discovery process: positioning, audience, voice, visual references, and competitive landscape.
The goal is simple: understand the business well enough that design decisions stop being guesses.
Next up: research.
Amazing
Couldn't agree more. Discovery is where the best design decisions are made, even if it's the least visible part of the process.
Every good project start with Discovery and Research
Starting with positioning, audience, voice, references, and competitors gives the visual work a real backbone. Which discovery question usually exposes the clearest rebrand direction fastest?
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We're excited to share our latest launch: the new brand and website for Kin & Co.
Founded by Toronto-based editorial and commercial photographer Samuel Engelking, Kin & Co. is a boutique portrait studio for families who've always been intentional about how they live, and how they're seen.
We met Samuel in person and connected right away over a shared belief: family photography had gone stale, and design-conscious families deserved something with real editorial intention behind it. We partnered with him to build a brand and website that could carry that vision.
From the custom serif logotype to the tactile, print-first identity system, every detail was built to let Samuel's photography lead.
No clichés. Just intention, taste, and images made for the wall.
This is so nicee
What started as friends scheduling weekend classes somehow evolved into a community that partners with studios and hosts events.
Naturally, I couldn't resist giving it a brand identity 🥴
Here's the visual system I created for Pilates Pals, inspired by movement, connection, and making fitness feel a little less intimidating.
the branding, the posts, the logo, the deck. soo good
Nick (@nickbakeddesign) just shared with @Daniel G Bright and I how he uses AI to think like a dev, design better products, and close higher‑quality clients, while staying tiny on purpose.
New UnContrad episode is live now for indie designers, studio owners, and creators serious about playing the long game.
Watch Full Episode below ↓
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