A brand refresh that still feels like us.
When Karen mentioned in her article that she started planning the new Untamed site on a beach in Dubai, she wasn’t wrong. It was the same day she and Darren dialled me in on a call and I was offered a permanent role at Untamed. Funny how things line up.
When I joined, one of my first goals was to unlock the potential Darren and Karen had been building up together. They know the proposition inside out, but with fresh eyes, I wanted to capture where we were, where we wanted to go, and creating a shared reference point to guide the next phase of Untamed’s evolution.
So, I opened Figma.
I wanted the team to see their brand take shape, not just read about it. Design, copy, notes, tweaks all in one living file. Everyone could jump in, question things, leave comments, spot gaps, and see the difference each change made in real time.
It wasn’t about fancy tools or pixel perfection. It was about creating a shared space where everyone had a voice and a view of what we were building.
What started as a visual tidy-up quickly became a full brand refresh. The more we designed, the more we uncovered the tone of voice, the feel of the site, the way we wanted people to experience Untamed. Each decision built on the last until suddenly, everything clicked.
It’s a bit wild to think how much clarity can come from a few messy artboards and a handful of honest conversations. But that’s what Untamed does best. We collaborate, we challenge, we build things that actually mean something.
And now we have a brand that feels like us. Confident without being corporate, human without being heavy, structured without losing the spark that got us here.
Figma might have been the tool, but the real shift came from trust.
That’s what makes Untamed so special. It’s not just a rebrand. It’s proof that clarity doesn’t kill creativity. It fuels it.
Jack Bulut, Head of Design & Delivery
