As Muneebah Studio grows, so does our commitment to helping brands tell their stories. Our new brand identity represents our mission to fuse strategy with creativity in new, dynamic ways.
WHY REBRAND?
The experience of mentoring for-good and positive impact startups at Virgin Startup, NatWest and Allia coupled with inward reflections on what types of companies I’d like to help support has given me a deeper meaning and purpose.
This led me to rebrand my studio. It’s exciting to launch not just a makeover, but also a clearer direction. My best work is done when I’m able to harness my orthogonal thinking skill. This conceptually driven approach aligns with visionaries with big ideas behind their purpose-driven startups. Additionally, the 'pioneering' aspect of entrepreneurship resonates with my own drive to push creative boundaries, as we both share a mindset of exploring uncharted territories.
Although that may seem easy to articulate the process was daunting, personal, and much harder than the work we do for our lovely clients, however, equally as exciting.
FURTHER REASONS
What began as a purpose-driven alignment evolved to include additional reasons for rebranding; to better articulate skills, expertise and value, to improve our image to match where we are in our journey and to rename our brand to what fits us better.
We also sought greater clarity about whom we serve. While we were already collaborating with both creative businesses and startups, we felt it was time to reaffirm and strengthen our foundation, as well as build upon it.
Our foundation and where journey began with a deep appreciation for meticulously crafted art in all its forms. It was a natural progression to integrate this ‘fine art’ sensibility into identity art direction, with the intention to create a distinctive style.
This approach aligns perfectly with creative businesses, drawing on our extensive network of artisans. It is where we started and remains the driving force behind our creative passion.
And to build upon this foundation, we aimed to expand our focus to purpose-driven startups, where strategy plays a central role. Our vision is to let these two realms—creative businesses and purpose-driven startups—inform and inspire one another. When these worlds intersect, and where appropriate, we seize the opportunity to celebrate their synergy, striving to become the go-to studio for this unique and impactful work.
Examples of who we serve:
OUR VISION & MISSION
Markets, trade, and transactions have been a part of human history since the dawn of civilisation. However, in the present day, they have, at times, shifted towards practices that prioritise opportunism over fairness and transparency, leading to concerns about equity, inclusivity, and justice.
Trade was fundamentally about mutual exchange, meeting societal needs, and strengthening communities.
While profit was one aspect of trade, it was equally about fostering relationships and a sense of community. Trade was more than the exchange of goods; it reinforced the bonds that held communities together. It cultivated trust, forged alliances, nurtured kinship, and each transaction reflected the social fabric that weaved peoples, societies, and communities.
For example, trade routes, such as the Silk Road, were not merely conduits for commodities like silk but highways for ideas—a bridge between East and West. These routes were where cultures met, mingled, and thrived, exemplifying mutual respect and fostering cultural exchange.
We wanted to return to this holistic concept of trade, rather than what we see today, which appears to have strayed from its path by focusing solely on profit in an increasingly disconnected world.
And so our vision and mission were born from this:
Vision:
Our vision is to empower purpose-driven startups and creative businesses to build brands that are firmly rooted in a greater mission so their purpose is a guiding force behind everything they do. As a result, they drive meaningful change and thrive in a world where profitability supports, rather than replaces, their mission and drives prosperity for all.
Mission:
Our mission is to partner with purpose-driven startups and creative businesses to create brands that inspire, resonate, and endure. Through a process that combines strategic clarity, conceptual thinking, and a fine art sensibility, we deliver tailored brands that amplify our clients’ values, celebrate creativity, and stand resilient in the face of global challenges.
By bringing pleasurable and delightful experiences into the world through beauty and thoughtful design, we aim to enhance emotional well-being. To make this expression resonate further, we prioritise meaningful storytelling, which empowers businesses to connect deeply with conscious audiences and foster positive change for all while remaining true to their purpose.
Our brand’s refreshed identity reaffirms our dedication to fostering bold, purpose-driven brands. Every project we undertake is rooted in creativity and a deep understanding of our clients' unique stories.
THE BRAND ENHANCEMENT
The Name Evolution
Our original name, Muneebah Creative, was inspired by the distinction between ‘creatives’ and ‘artworkers’ in advertising. Creatives are responsible for generating the big ideas, while artworkers bring those ideas to life—a contrast often seen as the difference between the brain and the hands.
“The ‘creative’ is valued much more than the artworker. Artworkers were seen as more ‘worker bees’ Dispensable despite having higher technical skills. Creatives are like the Goose that lays the Golden Egg. Rarified and precious creatures who can think differently from everyone else. Artworkers just bring to life the drawings and sketches of the Creatives.”
T H A D C O X - E N T R E P R E N E U R & F O R M E R S A A T C H I & S A A T C H I A R T D I R E C T O R
I wanted to be known for my mind not just my skills. Being conceptually strong is the one thing I’ve been consistently recognised for over the years. And so my studio was Muneebah Creative.
However, the meaning was often lost on those outside the creative field—and even some within it. Many thought the name was simply stating the obvious. This prompted me to go through an extensive naming process but I settled on Muneebah Studio for its simplicity.
The Conceptual Framework
Over time, my studio has evolved, and so too have the conceptual devices that underpin our identity. Rather than abandoning these ideas, I sought a way to weave them together into a cohesive conceptual framework—a structure that not only reflects our philosophy and expertise but also speaks to the clients we serve. This narrative is built on three interconnected themes: Heart and Mind, Diamonds, and Light and Shadow.
Heart and Mind
Our philosophy was born out of the interplay of thinking and feeling—where intuition meets intellect. This concept started with embodying the seamless integration of strategy and design, however, this concept has now developed into also encompassing the types of clients we collaborate with. Creative businesses are enveloped by the heart, characterised by passion, artistry, and emotion, while purpose-driven startups are aligned with the mind, driven by logic, strategy, and vision. Together, these elements create a philosophy we call “Thinking Heart. Feeling Mind,” which guides every project and partnership.
Diamonds: Clarity and Craft
Diamonds represent the dual facets of our expertise: strategy and design. Just as a diamond is shaped through precision and care, we focus on clarity and craft to create brands that are both sharp in focus and meticulously executed. This approach is expressed through our Adamo framework, blending conceptual depth with technical excellence. The diamond concept captures our dedication to uncovering and refining the unique brilliance of each client’s brand.
Light and Shadow
The interplay of light and shadow introduces an element of mystery and revelation. For our own brand, this creates intrigue and a sense of discovery. For our clients, it reflects our mission to bring purpose-driven values out of the shadows and into the spotlight, making their brands stand out in a crowded marketplace. This conceptual device also ties into our commitment to transparency and authenticity, helping brands with strong purpose and values rise above shadowy practices to claim their rightful place in the light.
Stitching the Narrative Together
These themes—Heart and Mind, Diamonds, and Light and Shadow—work together to form a singular narrative. Each is a lens through which we view our philosophy, approach, and mission. They also serve as guiding principles, helping us build brands that are conceptually rich, strategically sound, and visually impactful.
In a world navigating the poly-crisis, where integrity and purpose matter more than ever, our framework empowers us to elevate brands that embody meaningful values, connecting them with audiences on a deeper level. By interweaving these metaphors, we ensure that our studio’s identity and mission are as multifaceted and compelling as the brands we create.
VISUAL IDENTITY
Our rebranding journey was an exploration of who we are and who we want to become. After months of experimentation and refinement, we arrived at a brand identity that aligns with our vision for the future.
For a full walk through of the design elements see this case study (coming soon).
WHAT’S NEXT?
As we move forward with our refreshed identity, we’re excited to deepen the way we support creative businesses and purpose-driven startups. This rebrand isn’t just a new look—it’s a new phase in how we work, what we offer, and how we bring ideas to life.
We’ve expanded our service offerings to cover the various stages of your business journey, ensuring we can support you wherever you are along the way.
Ways to work with us:
- No Cost – Continue learning through our mentorship initiatives with accelerator programmes such as Virgin StartUp, NatWest and Allia. We’ll also share insights and advice through regular insight articles for founders looking to build stronger brands.
- Small Cost – For those needing targeted guidance, we offer one-to-one Brand Line sessions—personalised consultations tailored to specific challenges. We’ve also introduced our Brand Audit: a structured, strategic review to assess your brand’s strengths, weaknesses, and opportunities for improvement.
- Carbon Packages – Designed for pre-investment startups or creative businesses, offering smaller, focused services to suit your stage of growth like Micro Clarity.
- Diamond Clarity & Craft – Utilising our Adamo Framework—our distinctive philosophy and approach—this service is ideal for post-investment startups seeking strategic clarity and creative excellence.
With our renewed identity and refined focus, we’re excited to offer more versatile and intentional support—bringing greater clarity, creativity, and impact to our clients’ brands. As we grow, we remain committed to partnering with businesses that value originality, substance, and a brand rooted in more than just aesthetics, while continuing to push boundaries in branding, strategy, and design.
AN INVITATION TO BUILD WITH PURPOSE
We’re incredibly thrilled to reveal this new chapter of Muneebah Studio. This rebrand is a reflection of our values, our clients, and our vision for a more purpose-led, creatively rich world. We’re grateful to our clients, collaborators, mentors, and design friends who’ve supported us on this journey.
Whether you’re a returning client, a curious founder, or an aspiring creative, we invite you to our new look, discover our updated services, follow us on social media, and join us as we continue to make brands come to life!