The Brief
The Draftory is the content studio of Outlier Labs, built for founders. It helps people with years of experience and strong ideas turn them into writing that is clear, thoughtful, and sounds like them, from LinkedIn posts and newsletters to essays and scripts.
A studio that does this kind of work for founders deserved a brand just as distinct and premium as the writing it produces. It needed to feel calm and considered rather than loud, personal rather than corporate, and to earn the trust of founders who are particular about how they come across. So when we launched The Draftory as a new venture, our in-house team treated it exactly like a client.
Our Approach
The identity. We built the brand to feel the way good writing reads. A soft dusty blue and warm paper tones give it a quiet, editorial feel. The mark is an asterisk, the small note a writer leaves in the margin of a draft. The type pairs a confident sans with an expressive italic serif, so headlines can be both assured and personal, much like the founders it writes for.
The studio portfolio. We designed a 21-page portfolio that walks a founder through who the studio is for, what it writes, how it thinks, and what working together looks like, with real writing samples across formats. Every graphic and layout carries the same identity, so it reads like a well-made publication rather than a sales deck.
The website and digital experience. We built thedraftory.com and everything around it in the same system: simple, unhurried pages that let the writing lead, and a consistent look across the site, social, and every document a founder receives.
View the studio portfolio (PDF)
What We Delivered
- Brand identity: logo mark, colour palette, typography, and usage
- A 21-page studio portfolio, designed end to end
- The website, thedraftory.com
- Graphics and templates across the full digital experience
The Outcome
The Draftory launched with a presence that matches the care it puts into every word: premium, personal, and unmistakably its own. Founders meet a brand that already shows the kind of thoughtful work they can expect, before they have read a single sample.
See it for yourself at thedraftory.com.
