about






Project

Role

Duration

DeliverablesUnsettle 2.0 Word-mark Update
Creative/Art Director - concept, strategy, design, rollout
4 months research & concept → 2 months design sprints → 6-week launch 
Core word-mark, launch video, typography & colour library, digital/print guidelines, packaging, e-com UI refresh, launch film, OOH & pop-up signage






Context & Challenge


Unsettle began in 2015 as an independent, word-of-mouth clothing label. By 2024 the brand’s ambitions - and product offering - had outgrown its original DIY mark. As the brand grew, there was a growing need to reflect our values and visual communication more clearly - rooted in consumer insight, shifting industry design langauge, and a desire to elevate our brand positioning.


Objective


  1. Elevate visual logo and type to communicate a matured, high-end, conceptual tone resonating with our maturing audience and driving awareness in new audience segments.
  2. Codify a visual system flexible enough to house projects that cover a versatile consumer range.




Creative Execution


A. Core Word-mark
  • Custom grotesk with truncated terminals - clipped lettering providing dimensionality
  • Portal between “UN” and “SETTLE” symbolizes the space between - a core principle of Unsettle and simultaneously captures the feeling of the word itself

B. Secondary Symbol
  • Creating action in the word-mark itself by visually uplifting ‘UN’ and dropping ‘SETTLE’ to emphasize the transformation through the portal and expressing the principle of finding calm amidst uncertainty.

C. Typographic & Colour System
Element

Display

Body Copy 

Palette Spec

Sans (custom), in 30 pt → 960 pt scaling
Anonymous Pro (echoes tech-pack schematics)
#000000 Black · #FFFFFF White

D. Applications
  1. Digital channels including social media, website, and visual content.
  2. Packaging - Recyclable mailers with custom branding, branded tissue paper and washi tape; hang-tags, etc.
  3. Labelling on product (includes woven labels, screen-printing, laser-printing, etc.)





Reflection

  • Scalability: The monochromatic color system and digital-first type enables user-friendly scalability and application across digital platforms and print.
  • Material-first thinking paid off: hardware etching costs dropped 18 % by designing for a single CNC path.
  • Cultural nuance resonates - customers cited a clear understanding of the word-mark update as a clearer reflection of Unsettle as a brand identity that is distinct and focused.


Credits


Creative Direction, Brand Strategy: Charlie Yip
Film Editor: Charlie Yip + Garret Hernandez
3D Renders: Garrent Hernandez, Jose Morquecho
Photography: Graham Woo Holoch
Packaging Development: Charlie Yip