Brand identity
Real talk. Real growth. Real connection.
Built in 21 days
The brief
Unfiltered AF is a room where people say the thing they have been carrying around all week. Grief, money, marriage, the stuff nobody posts about. The hosts had built that room already. What they did not have was a way to show it to somebody who had never walked in.
So the mark had to have the same nerve as the conversation. We set UNFILTERED in a heavy condensed cut and ran the AF straight through it, one gesture instead of two words. The deep teal keeps it steady. The rust is the part that will not sit down.
They picked it out of five. Then we wrote the voice rules so a stranger writing a caption at 11pm still sounds like the two people who started it.
Who it talks to
- The one who holds it togetherEverybody's rock. Nobody asks how she is doing. She comes to hear somebody else say it first.
- The quiet one in the group chatReads everything, posts nothing. Wants a room where saying the real thing is not a scene.
- The one who already leftWalked out of a church, a marriage, or a job, and has not found the next room yet.
Every other wellness brand sells a fix. Unfiltered AF sells a room. The whole promise is that nothing has to be resolved by the end of the conversation.
Logo concepts
Every brand gets more than one direction. You pick.
- 01Clean wordmarkThe one they chose. AF tucked into the name.
- 02Botanical accentWordmark with a single drawn line through it.
- 03Compact roundelFor avatars and slides where the name will not fit.
- 04Handwritten lineScript under the wordmark, softer read.
- 05Brushstroke underlineWarmer, more human, less editorial.
- 06Open thresholdA door instead of a wall. The anti-gatekeeping mark.
Visual direction
- One typeface. Poppins does headlines and body, because a second font would make it feel produced.
- Deep teal is the ground. It is a calm colour doing the work of a loud brand.
- Rust only ever appears once per surface. It is the raised voice, and a raised voice used twice is shouting.
- The AF strike runs through the wordmark, never beside it. The two words are one gesture.
- Sand and brass are for backgrounds and dividers. Never for type.
Verbal direction
- Honest
- Warm
- Unpolished
- Never preachy
Always
- Talk the way you would at a kitchen table, not from a stage
- Name the hard thing directly, then leave room around it
- Use contractions, use short sentences, use silence
- Let a story sit without a lesson attached
Never
- Never open with a hook that performs vulnerability
- Never offer a fix nobody asked for
- Never use wellness-industry words: journey, elevate, hold space, authentic self
- No em-dashes, no exclamation marks, no hashtag stacks
AI voice playbook
Their voice playbook is a system prompt. Drop it into any AI tool and the captions come back sounding like the hosts, not like software.
- 01Speak as one of the hosts, never as the brand.
- 02First person plural for the room, second person for the reader. We and you, never they.
- 03Maximum two sentences before a break. This is spoken, not written.
- 04If a line could be a LinkedIn post, delete it.
- 05Reference the episode or the room, not a concept.
- 06The banned-words list from the guide is a hard filter, not a preference.
What we built
- Five logo concepts, then the one they picked, refined
- Three colour directions to choose from, one locked
- Type rules so every post matches
- How they sound: what to say, what never to say
- An AI voice playbook, so anything AI writes sounds like them
And the words
- Tagline: Real talk. Real growth. Real connection.
- Full website copy, hero to FAQ
- Banned-words list so the brand never drifts corporate
Yours next
Your brand guide takes 14 to 30 days. Then we build the website it lives on, and that one is our gift.