Human-Centric Media
Overlooked is a verified news platform dedicated to combating disinformation. This project delivered a refreshed brand identity, illustrations, and a new marketing website to elevate its market presence.
Industry
Real estate
Client
Sanctuary
01.
Visual Design.
The design system emphasizes high contrast and a subtle, human aesthetic through custom hand-drawn illustrations and approachable iconography. The logo utilizes negative space to create a dual meaning: appearing as quotation marks on light backgrounds to represent journalism, and shifting into an eye illusion on dark surfaces. This sophisticated evolution maintains the brand’s playful roots while providing a professional, polished edge for a modern news environment.
02.
What I solved.
A brand refresh was required to align with the launch of a new product and a more professional market positioning. The original identity, which featured literal "googly eyes," needed to be elevated without losing its distinct personality. The challenge was to create a design system that could signal trustworthiness and authority while feeling more personal and "human" than traditional, sterile news platforms.
03.
Outcome.
The result is a versatile identity that successfully drove subscriber growth and positioned Overlooked as a credible alternative in the news space. By integrating the new visual system across all platforms, the project delivered a mature brand that resonates with modern audiences. This initiative provided the necessary professional framework for the product's growth while preserving the unique character that defines the platform.
