OVERVIEW
NOT BAD operates as a creative platform working across art, design, music, and community. It brings people, ideas, and projects together through collaboration, producing work that is culturally relevant, expressive, and intentionally unpolished. Less about outputs, more about momentum. We led the creative direction and identity system—creating a visual language that feels loose by design, but intentional in execution.
SETTING THE TONE
NOT BAD was conceived as a deliberate contradiction. The name undersells by design. Confident without bravado, sharp without apology. From the outset, the brand needed to feel self-aware, culturally fluent, and unafraid of friction. The guiding idea became a simple but loaded positioning: Unapologetically sharp. Slightly chaotic. Fully capable. Not as a tagline, but as an operating system for how the brand behaves, speaks, and shows up in the world.
CONTROLLED CHAOS
The visual identity walks a careful line between order and disruption. Bold typography, high-contrast colour, and aggressive scale are offset by a disciplined underlying structure. Chaos is introduced intentionally through type remixing, image treatment, and layout tension but always anchored by a clear axis and hierarchy.
TYPOGRAPHY WITH ATTITUDE
Typography plays a central role in shaping tone. Heavy, unapologetic weights establish confidence, while controlled mixing introduces rhythm and instability. Alignment shifts, spacing flexes, and hierarchy is occasionally disrupted. Never randomly, but in service of energy and emphasis. The result is a typographic voice that feels direct, slightly confrontational, and unmistakably assured.
NOT BAD demonstrates that strong brands don’t need to choose between discipline and expression. When structure is clear, energy can be turned up without losing control. The identity succeeds not because it behaves perfectly, but because it knows exactly how far it can be pushed.
