SITUATION

Humble Beast, a creative organization with a decade-long history, had undergone significant changes in its structure and format. Despite the evolution within the organization, the external perception of the brand's mission didn't clearly reflect these changes. This lack of clarity posed an obstacle to effectively communicating the brand's core values and purpose.

PROBLEM

The central issue was the discrepancy between the organization's internal evolution and the external perception of the brand. While Humble Beast had always been committed to "equipping creatives," this vision wasn't clearly conveyed to the outside world. The confusion surrounding the brand's identity and mission necessitated a thoughtful and strategic approach to redefine and communicate the Humble Beast brand.

SOLUTION

Our solution was not to rebrand or revamp Humble Beast but to bring its mission into sharp focus. We began by gaining a clear understanding of Humble Beast's core mission. Then we sought to communicate this mission effectively through clear messaging and a new website.

We redesigned the logo, increasing the space between each wordmark's letter for better legibility and subtly simplifying it by removing the period. We also updated the font to indicate the brand's evolution while staying true to its mission.

The new website, the most tangible representation of Humble Beast's new vision, was developed with deep intentionality. The clean, minimal design effectively communicates the brand's offerings, the people involved, and how others can join. This strategic repositioning has helped guide the Humble Beast team forward and has reactivated the Humble Beast brand.

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