For The People: Branding for Start-Me-Up Labs

For The People answered a brief every start-up knows. The product is ready, the launch date is fixed, and there is no budget for a brand.

The answer is a system that looks unfinished on purpose. Posters hang from bare black steel frames in a white room. Signs sit on stacked light boxes that glow against a peeling brick wall. Crates, a wire basket and two potted plants hold the floor.

The copy carries what the budget could not. “ALL ASSETS MUST GO” on one sheet, “MINIMUM VIABLE BRAND” on another, “OPEN OPEN” four times over on a light box, “S-M-U LABS” on the largest. The studio is For The People.