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UnderConsideration LLC

@ucllc

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A graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Here we post some highlights.
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Back in Nashville for the Brand New Conference. #bnconf26 How it looks from the stage.
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@arminvit could clone his own voice tomorrow. Twenty years of Brand New. Ten thousand posts. More than enough to train a model that writes exactly like him — and he knows it. But he isn't going to. Writing one introduction takes him half an hour, and that half hour isn't the cost of the work. It is the work. It's where he figures out what he actually thinks about the thing in front of him. Hand that to a machine and you skip the only part that mattered. "I want you to do it better, not faster." Full conversation with @arminvit and @bryonygp on captnoffscript.com, YouTube and all podcast platforms - links in bio 🎧
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The Cleveland Sirens logo suite, designed by @supper.supper—a Detroit and New York based design firm—was the result of a year-long branding process. Guided by community input, surveys, and market research, the identity draws inspiration from Lake Erie, progressive themes, and a desire to establish a brand distinct from the Cavaliers and the former Cleveland Rockers. More than a collection of icons, the brand reflects Cleveland, the power of Lake Erie, and the future of women’s basketball in The Land. Swipe through to explore every detail.
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Sundays are often good for a trip to the storage unit. Today we retrieved all the items for the @brandnewbyucllc gallery and the @bnconf gallery. So much to do! #conference #gallery #setup #storage #bnconf2026
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A blog about logos became a two-person empire. Swipe → Armin Vit & Bryony Gomez-Palacio never chased bigger clients. They built UnderConsideration — owned media that became the entire business: • Brand New — 1.25M readers/month, daily since 2006 • 3 conferences — 1,900+ seats • 5 books + ~250 conference videos for sale • 2 museum exhibitions • Zero client dependency It started in 2007 with a business plan written on a muffin bag. Three principles you can steal: 1. Name the gap before you fill it. 2. Build the audience before the business. 3. Make the platform the firm — not the side project. AUDIENCE = ASSET. 💬 Comment or DM “UCLLC” for the full breakdown. Featuring @arminvit & @bryonygp of @ucllc @brandnewbyucllc #graphicdesign #designbusiness #brandidentity #logodesign #brandnew
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He wrote his business plan on a muffin bag. 🧁 In 2007, Armin Vit walked out of Pentagram — one of the most prestigious design firms in the world. He and Bryony Gomez-Palacio grabbed the paper bag from their muffins and wrote down every way they could make money without clients. The answer was already in front of them: a blog about logos called Brand New. So they did the thing almost no one does — they made the blog the firm. Today, UnderConsideration is a two-person company with: → 1.25M readers a month → 3 conferences · 1,900+ seats → 5 books + ~250 talks for sale → Zero client dependency Most designers build a platform on the side. They built the platform as the business. AUDIENCE = ASSET. 💬 Comment or DM “UCLLC” and we’ll send you the full case study. Featuring @arminvit & @bryonygp of @ucllc and @brandnewbyucllc #graphicdesign #brandidentity #logodesign #designbusiness #creativeentrepreneur
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Brand New by @brandnewbyucllc is the design resource I keep coming back to every single day. 5 posts a day. 14,000 articles. Real critique and real projects. This is how you actually develop taste and not by scrolling Pinterest 👹 A little gift for you — use my personal code “vinny” (no caps) and get a YEARLY subscription for only $20
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Raising Kids in the Midwest: After living in Mexico City, Atlanta, Chicago, New York, and Austin, Armin and Bryony found an unexpected place to raise their family. They share why Midwest life has been the right fit for their kids and their values. Hear more on this episode 😎 #RunningAhrens #Parenting #MidwestLife #Family #Entrepreneurship
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Hear a clip from our most recent Running Ahrens episode featuring Armin Vit and Bryony Gomez-Palacio. What happens when you work, live, raise a family, and build a business together for nearly 30 years? In this conversation, they share honest insights about marriage, entrepreneurship, creativity, and staying connected through all of life’s seasons. Listen today, and if you’re new to the show, catch up on past episodes through the link in our bio. #RunningAhrens #MarriageAndBusiness #Entrepreneurship #WorkLifeBalance #Relationships
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What happens when you build a marriage, a family, and a business at the same time? In our latest episode of Running Ahrens, we sit down with Armin Vit and Bryony Gomez-Palacio, the husband-and-wife team behind UnderConsideration, Brand New, and the Brand New Conference. From meeting in Mexico City nearly 30 years ago to navigating immigration, launching businesses, raising two children, and betting on themselves more than once, their story is full of lessons about partnership, consistency, resilience, and building a life that reflects your values. This conversation is a reminder that success rarely comes from one big moment. More often, it comes from showing up day after day, together. Listen wherever you get your podcasts and watch on YouTube @RunningAhrens #RunningAhrens #ArminVit #BryonyGomezPalacio #Entrepreneurship #MarriageAndBusiness FamilyBusiness Leadership PersonalGrowth DesignCommunity LifeLessons
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I attended @firstrounduc in NYC last week and, as always, left energized by the conversations, presentations, and people in the room! It was wonderful to reconnect with clients and colleagues, meet new people, and hear such thoughtful work shared so openly. There’s something uniquely fascinating about seeing not just the final outcome, but the thinking, exploration, and evolution behind the work. One of my biggest takeaways, though not a surprising one, is that everyone’s process is fundamentally similar, even if we all package it with different terminology or frameworks. It’s a good reminder that process alone isn’t what differentiates us. The real differentiation lies in the perspective, judgment, interpretation, cultural alignment, and the ability to translate complexity into compelling design solutions.
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