Unnamed Studio
Unnamed builds brands from identity, not performance.
A brand is a public identity.
It is a set of decisions a founder must live with and defend.
Before naming, visuals, or positioning, there is a point of return.
Performance is removed.
What remains can be examined honestly.
That is where we begin.
What
Identity before expression
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Where this comes from
What
Unnamed is shaped by years of work in identity, naming, and belonging.
Brands drift into performance, borrowing what looks successful and losing themselves in the process.
Brands fail when they are built on identities they cannot sustain.
Our work brings founders back to what is true, before anything is expressed.
Only then does design begin.
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Who we are for
What
Unnamed is for founders and teams who take responsibility for how they show up.
People who value clarity over visibility.
Restraint over noise.
Conviction over performance.
If you are looking for surface-level design or quick fixes, this is not the right fit.
If you want a brand you can recognise yourself in and commit to long-term, it is.
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A human note
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Unnamed is led by Luke Potts, a brand and identity designer working where definition matters more than growth.
The studio is intentionally small, allowing for depth, focus, and considered collaboration.
Identity work requires restraint as much as expression.
The work is quiet by design.
The thinking behind it is not.
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Where to go next
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If this resonates, the work is the best place to start.
If you are ready to explore whether we are a good fit
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