Most mornings at my house are a blur. Half-eaten bowls of Weetbix, toddler negotiations, and hunting down a missing shoe that definitely was by the door last night. By the time I’ve packed two lunchboxes, tracked down the Riff Raff bunny that absolutely must come to daycare (IYKYK), and tackled that last-minute pooey nappy, I’m usually running out the door with cold toast, yesterday’s hair and my own lunch still waiting in the fridge.
That’s the thing about becoming a mum. You learn very quickly that your own needs fall to the bottom of the list. And that’s exactly what it can feel like in a creative agency when it comes to your own brand.
The cobbler’s kids (with colours and fonts, instead of shoes)
At OOTS, we’ve spent nearly 28 years building Extraordinary brands for other people. I’ve been here for 10 of those years, and in that time I’ve seen us pour everything into helping clients sharpen their story, launch campaigns, and grow with confidence.
But when it came to our own reflection in the mirror… we were still wearing the brand we gave ourselves seven years ago. It still worked. But it didn’t quite fit anymore.
It’s the same with motherhood. You spend the day making sure everyone else is fed, dressed, and cared for, only to realise your coffee’s gone cold, you haven’t eaten lunch and you’re months overdue on that haircut. Your own needs quietly slip further down the list until one day you stop and think – what about me?
Turning the microscope on ourselves
That moment of realisation was our cue to stop and do what we ask our clients to do every day: pause and ask the hard questions. Who are we, really? What’s changed since the last chapter? Where are we heading next?
It wasn’t just about refreshing our look. It was about recognising how we wanted to reintroduce ourselves, strategically. And just like those small moments of self-care make me a better mum, giving our own brand the care and attention it deserved make us stronger for the people we serve.
Of course, the tricky part is being too close to your own brand. We had to remind ourselves to step back, to treat OOTS like a client – and that was harder than it sounds.
And yes, it got messy. There were briefs multiplying like laundry piles at home, debates over icon styles that went on longer than bedtime stories, and plenty of “let’s sleep on it” moments. But that’s the reality of rebranding for yourself. It’s a lot like naming your child. You toss around options, overthink them all, test it from every angle, and still wonder if you’ve picked the right one. But eventually you commit, because you have to. And once it’s out in the world, that choice becomes part of who you are: something you live with, grow into, and couldn’t imagine any other way..
Why now?
Because Extraordinary never stands still.
Seven years since our last rebrand, OOTS had grown up. So had I, in many ways. We weren’t the same team we were back then, and the work we were producing had outpaced the way we looked on the outside. It was time to catch up.
Our clients trust us to push them, challenge them, and hold them accountable to their own evolution. This time, it was our turn to do the same.
Why (brand) self-care isn’t optional
Becoming a mum has taught me that you can’t pour from an empty cup. Looking after yourself doesn’t take away from the people you care for – it makes you better for them.
Rebranding taught us the same lesson. Giving our own brand the attention it deserved wasn’t indulgent. It was essential.
So yes, the cobbler’s kids finally got shoes. Or maybe the mum finally booked that hair appointment. Either way, OOTS is stepping into this next chapter fresher and sharper, but still fuelled by the same purpose: to help brands be Extraordinary.
Now, if you’ll excuse me, time to finally drink that coffee while it’s still hot.
Jo Bucklandis Creative & UX/UI Lead at Out of the Square, wrangler of brands, websites and big ideas. When she’s not deep in Figma, she’s deep in toddler logic – both equally challenging, both oddly rewarding.
