Client
Featured
Featured
Rebrand: Logo / Visual Identity / Collateral
Project Completed at Atticsalt_Phoenix, AZ
Overview
Featured is a Q&A platform powered by generative AI, designed to scale the reach of human expertise. Subject matter experts provide answers to questions, and Featured magically places them in leading online publications. After securing a second seed round of funding, the company needed to evolve its homegrown identity. In our journey together, we not only rebranded their visual and verbal identity but also recommended a name change to align with their growing influence.
Credits
Creative Director: Rani Sweis | Art Director: David Mas | Strategy:Kathy Morgan | Copy: Jessie Bosley | Motion: Diego
Challenge
Terkel’s original name sparked curiosity but often led to confusion. As the brand evolved, it needed a clearer, more direct identity that reflected its core value: helping thought leaders and publishers share expertise. The goal was to create a cohesive, scalable brand that could cater to diverse audiences—experts, publishers, and investors alike.
Approach
The logo—a blend of a Quote & Cursor mark—represents Featured's unique role in curating expert content and distributing it across platforms. The editorial-inspired wordmark was designed to seamlessly integrate with any publisher’s brand. We built an identity system that places the spotlight on the passionate people behind the platform. The goal was to create a versatile design that works across both the front-end experience and the back-end dashboard.
Solution
We redefined the brand's identity with a straightforward, yet relatable tone of voice, which we called "Delightfully Direct." Along with the name change to "Featured," we developed a verbal and visual system that empowered the brand to communicate with clarity and confidence.
