After refreshing the looks of the Cooking Channel, Court TV, Escape and more, Atlanta-based creative studio Elevation is embracing a rebrand of its own to sharpen its mission and identity.

“For awhile, we’ve been like the cobbler’s children who walk around with no shoes,” Stephen Cocks, founder and executive creative director, Elevation, said in a statement. “So much of our energy has gone into designing, producing, and delivering solutions for our clients, it’s easy to just push off the work of taking care of our own brand. We finally sat down, put our heads together, and asked ourselves, ‘What if Elevation came to us in need of a rebrand?’”

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“Rebrands start by figuring out what question you’re trying to answer,” said Stephanie Carson, Elevation’s executive producer. “Ultimately, for Elevation, it was a question of ‘What is our purpose?’ Not only what do we do, but how do we do it in a way that is distinctly Elevation. We sought to create an identity that instantly communicated that idea.”

To create that identity, the team at Elevation reflected on the original intention of the company’s name and mission. In the end, two words summed up the brand’s new direction: “Outdare Gravity.”

“Since our founding, we’ve been elevating brands we love,” Cocks said. “As we looked to understand what our brand was about, we thought about how we could push that even higher. We are so incredibly lucky to wake up every morning and do creative work every day. Outdare Gravity reminds us to hold onto that original creative spirit we had as kids, with your head in the clouds. That’s where the best work happens. As we deal with the hard facts of schedules, deadlines, and budgets, we don’t want to lose that childlike sense of exploration, imagination, and wonder. So as much as Outdare Gravity sums up our attitude toward the work that we do, it also acts as a constant call to adventure.”

As part of the rollout, Elevation redesigned their website, including their portfolio, team bios, and contact info. They’ve also added a creative sandbox, “Float,” comprising extra animations, sketches, creative tools, and more created by members of their team.

The slogan, paired with the above image of an astronaut, will also adorn a t-shirt that is available to purchase on its newly launched online store.

“One of our core missions is to encourage our team to grow as artists. Great work is not born from complacency,” Carson said. “We wanted a place for our team to invent and explore. Not only is it a way for us to keep our skills sharp, it results in some really cool work.”

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