Unfiltered | Identity


  • 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 the leading voice in business education. 

    Strategy Creative designed an identity that spoke to the name — bold, authoritative, raw, and digital. We used an ownable typeface and an ownable colour. The play symbol was used in reference to the 'always on' nature of Unfiltered’s business. A flexible system was rolled out across the collateral, creating a dynamic relationship between the wordmark and the play symbol.