As busy designers, we often get stuck in the loop of scrolling through Pinterest or Instagram for inspiration and presenting work on the same polished mood boards.

Embracing Zoe’s more dynamic values, we challenged ourselves and approached things differently for this job. The whole studio experimented with new ways of being inspired and sharing ideas. The client had a clear vision of what she wanted the brand to do and her trust in us provided the freedom to approach this project from a fresh perspective.

Instead of the standard three polished proposals, we presented over ten idea snippets — from concepts based on sounds to video clips of people cursing, in an interactive website with clickable objects for each.

It was hard to escape from the f-bomb in the brand name, so instead, we decided to embrace it. The brand is very much about the good things that happen when you say ‘fuck it’. To reflect this, we paired a straight-talking word mark with poppy colours and a cute smiley face.

Star shapes are a core addition to the brand identity toolkit. Reminiscent of neon sales stickers in a grocery shop, the star device communicates the ‘listen to this, it’s important’ (but also quite fun) message Zoe is trying to get out there.

We used Canva to create a brand toolkit and template system that was easy for Zoe to use, including creating covers for each of her podcast episodes and book cover.

“I welcome creative relationships that can facilitate and realise an idea’s potential and creative possibilities: it’s part of the joy and excitement of releasing a concept to like-minded creatives and seeing how the brand story unfolds. The O Street team listened, visualised and created a brand identity that encapsulated the spirit of Fuck It Button! Thank you!” — Zoe Lem, Fuck It Button