Building on our MVP launch, we needed an updated identity to set the tone and direction for our next chapter. Our brand needed to capture us and our value to others. 

Branding your own brand studio is mentally grueling. It can also prompt an existential crisis 👀. People with exceptional talent saturate the creative space. You have to ask the hard question: what do we actually bring to the table? 

At the heart of our platform and our name is the brand idea of “shared culture." This is our branding and business perspective. The best brands have a culture around them, be it beliefs, feelings, attitudes, behaviors, or values to relate to. Our value is in helping clients create this, and our identity needed to capture the way we do that. Fresh and sharp creativity with an in-house approach.

We therefore needed a brand system that would be energetic, street-smart, flexible, and hardworking. An identity built to make creators and builders feel at home. For the people who get in on the action and make things that matter.

So, we turned to cultures of sharing and high-art DIY to inspire our visual identity and tone of voice. Our visual identity drew on familiar motifs of sharing, which we modernized through color, texture, and application. Our tone of voice followed the same inspiration. We love cultures of sharing because they lack pretense or stuffiness. It's open-source and smart without a need to prove. Our voice sounds like how we work and talk: creative partners ready to drop into your project, with no desire to daze you.

We're stoked about how well our new identity sets the stage for our next chapter. Altogether, it captures our value — helping builders and creators share ideas, products, and services that connect. And it’s an identity that feels like us. A little unconventional, a lot of heart, and absolute dedication to work built to last and inspire.