Untold Storytelling

After six years as Make Hay Media, the studio had evolved beyond video production. Its roots in journalism, experience in filmmaking, and work with purpose-driven brands had converged into a more focused offering: documentary storytelling built around real people and meaningful human connection.

The business needed a new name, positioning, and identity that reflected that evolution and distinguished it from conventional production companies.

At the heart of the strategy was a simple belief: a good story can be stumbled upon, but a great story is discovered.

Untold would not simply create content. It would uncover the people, characters, and stories already living within a brand, then use documentary filmmaking to build deeper emotional connections with its audience.

That thinking led directly to the name Untold Storytelling and the creative idea, Explore the Untold. The brand’s message captured the proposition simply: “Your story is there, untold. We will find it.”

The visual identity turns the idea of discovery into a simple, flexible system.

The brandmark combines a U and S, with the S forming a continuous pathway that represents the journey of uncovering a great story. Monospaced typography adds an editorial, typewriter-like quality while remaining understated enough to let the stories and imagery take the lead.

A modular logo system, natural colour palette, and restrained graphic language extended the identity across film thumbnails, social content, pitch materials, podcasts, newsletters, and the Untold Story Fund.

The rebrand gave the studio a clearer position beyond video production and a name and identity built around the way it actually works: going deeper to find real stories worth telling.

The result was a brand that could communicate both the craft of documentary filmmaking and the purpose behind it.