Building a brand with personality, purpose, and just the right amount of trouble.
IN-HOUSE BRAND PROJECT
BRANDING · WEBSITE · CREATIVE DEVELOPMENT
01 / The Brand Story
Pretty Unruly was created for the women who love a beautiful aesthetic but aren't afraid to have a little fun with it. It's a lifestyle and entertainment brand built around personality, connection, creativity, and the belief that life is better when you make the damn plans.
From original games and playful merchandise to celebrations and entertaining, Pretty Unruly brings a little glamour and a lot of character to everyday experiences.
The goal was never to create another pretty brand. It was to create one with a recognizable personality and a world of its own.
02 / The Creative Direction
The creative vision for Pretty Unruly was unapologetically feminine, playful, and polished, with just enough attitude to keep things interesting.
The visual identity balances classic editorial typography with softer, hand-drawn details. Black and ivory establish a sophisticated foundation, while blush pink, warm taupe, and restrained metallic gold add warmth and personality.
The result is a brand that feels glamorous without taking itself too seriously.
03 / The Brand Identity
Pretty Unruly's identity was developed around a recognizable visual system designed to work across digital platforms, physical products, packaging, and promotional materials.
The identity includes a signature serif wordmark, handwritten script accents, a playful heart illustration, complementary logo variations, and a cohesive color palette.
Every element works together to support the brand's signature personality: feminine, confident, creative, and a little rebellious.
Signature Palette: Black · Blush · Ivory · Taupe · Metallic Gold
Typography: Playfair Display · Brittany Signature · Montserrat
Brand Tagline: Stay Pretty. Get Unruly.
04 / Bringing It to Life
With the visual identity established, the focus expanded to creating a consistent brand experience across multiple touchpoints.
The project includes website design, digital marketing, social media content, product presentation, and creative development for Pretty Unruly's original games, merchandise, and event offerings.
The challenge was to create a brand flexible enough to accommodate different products and services while maintaining a distinctive, recognizable identity.
Whether someone encounters Pretty Unruly through a social media post, a product, or the website, the goal is for the experience to feel unmistakably connected.
05 / The Final Edit
Pretty Unruly demonstrates how thoughtful branding can bring a wide range of creative ideas together under one cohesive identity.
Rather than building a business around a single product, the brand was designed with room to grow, evolve, and explore new opportunities without losing its personality.
It's a reminder that strong branding is about more than choosing beautiful colors and creating a logo. It's about building something people can recognize, connect with, and remember.