FACTORY
OBSCURA
Building a Brand for Rule Breakers
The Rebrand
Factory Obscura creates magical, immersive worlds entirely by hand—yet their existing logo felt sterile and corporate. The disconnect was obvious: how could a collective known for defying conventions be represented by something so conventional?
The Breakthrough:
Authenticity
defies convention.
We embraced imperfection as our guiding principle, creating an identity that feels genuinely handcrafted—complete with beautiful irregularities and human touch. We built a flexible foundational structure that serves as a creative playground, allowing the brand to evolve alongside each new immersive experience.
The result? A brand identity as wonderfully
unconventional as the worlds they create.
Factory Obscura's Code of Collaboration guides every participating artist, beginning with 'Yes! And...'—that essential improv principle of accepting ideas and making them bigger. The brand system had to embody this same collaborative spirit.
How do you brand the top windows of this iconic OKC building associated with the world famous Flaming Lips and painted by muralist Maya Hayuk?
(Oh, and did I mention the 10-foot boom box going on the front?)
What emerged was
pure creative energy:
hand-lettered typography,
bold illustrations,
and electric colors
that pulse with the
spirit of OKC's art scene.
This is heart — messy, human,
and unapologetically alive.
