Never Mind
Naming, Brand Identity & Retail Experience | St. Paul, Minnesota
Created for a private art collector, Never Mind was a pop‑up gallery with an unconventional collection, an unapologetic attitude, and a brand that didn’t take itself too seriously.
Not your typical art gallery.
From velvet paintings to works by celebrated artists, the collection had a little bit of everything. The owner wasn’t interested in impressing anyone or following the rules of the art world. He simply wanted to share what he’d collected over the years, on his own terms.
Services
- Brand Strategy & Positioning
- Naming
- Brand Identity & Logo Design
- Brand Voice & Copywriting
- Storefront & Environmental Graphics
- Packaging Design
- Merchandise Design
- Social Media Creative
- Creative Direction
An identity that couldn’t care less.
We named it Never Mind and gave it a seemingly passed-out bird for a mascot. Bold typography, playful graphics, and a wonderfully irreverent voice brought the personality to life.
Buy it. Or don’t. It’s fine.
From storefront signage and shopping bags to hang tags and social media, every touchpoint carried the same unapologetic personality. The result was a bold, cohesive experience that invited people to explore, laugh, and decide for themselves.
Exactly what it needed to be.
Never Mind became a gallery as unconventional as its collection. The owner sold the pieces he was ready to part with and held onto the ones he couldn’t. The brand reflected his personality, and that was the point.
The people behind the project.
- Client / Art Collector
- Private Client
- Strategy, Naming, Creative Direction, Design & Copywriting
- Tammy Mann
- Account Management
- Tammy Mann
Not every brand needs to play by the rules.
Some of our favorite projects begin with an unexpected idea and a client willing to be themselves. We love finding what makes a business different and giving it room to shine.
Have something a little unconventional in mind?