What Is UnderConsideration LLC?

Updated

UnderConsideration LLC is a graphic design firm run by Bryony Gomez-Palacio and Armin Vit. Rather than operating as a traditional client-services studio, it primarily generates its own projects, initiatives, and content, and takes on only limited client work. It is best known for its blogs on brand identity, its conferences and events, and a small catalog of design-focused products.

What the firm actually does

The site organizes its activity into four buckets, which is the clearest way to understand the business:

Category What it includes
Blogs it publishes Brand New (opinions on corporate and brand identity work) and In-house In Focus (highlighting in-house design teams)
Events it organizes Brand New Conference, a two-day event on corporate and brand identity featuring active practitioners from around the world
Products it sells Flaunt (a book on designing portfolios of creative work, in PDF and print), downloadable Brand New Conference videos of presentations since 2010, and This
Projects it has concluded Listed on the site alongside the above

The through-line is brand identity: the blogs critique it, the conference discusses it, and the products support people working in it.

Who it's for

  • Designers and brand strategists who want informed commentary on identity work — Brand New is the entry point.
  • In-house design teams looking for visibility and peer examples via In-house In Focus.
  • Conference-goers and speakers in the brand identity space; the site lists upcoming editions, such as Brand New Conference on September 17–18, 2026 in Nashville, TN, and the "IHIFIP" event on April 8–9, 2027 in Dallas, TX. A "First Round" event is listed as TBD.
  • Portfolio builders who want practical guidance, which is the subject of Flaunt.

Practical details

  • The firm is based in Bloomington, IN (an earlier site description placed it in Austin, TX; the current About text says Bloomington).
  • Contact is available by email and phone, with a mailing address listed on the site.
  • The site maintains a mailing list and a news section; recent news items include conference speaker announcements and speaking/jury appearances by the founders at events like Typographics, LADFEST, and the Dieline Conference.
  • The site does not publish pricing for its products or events, so costs need to be checked on the individual product or conference pages.

How to use the site

If you arrive looking for something specific, go by intent rather than browsing the homepage:

  1. Want brand identity critique → head to Brand New.
  2. Want in-house team coverage → head to In-house In Focus.
  3. Want to attend or follow the conference → use the Brand New Conference site (bnconf.com), which carries dates and speaker news.
  4. Want a product → the Products section lists Flaunt, conference videos, and This, each with its own page.
  5. Want to get in touch → the Contact page lists email, phone, and mailing address.

One caveat worth knowing: because the firm takes limited client work, the site is not a portfolio of commissioned projects in the usual agency sense. It is a record of self-initiated publishing, events, and products — which is exactly what the "generating its own projects" description means in practice.