Otherwhere Collective’s innovative brand identity for Super Genius Society transforms educational materials into vibrant, tactile expressions of handcrafted design and human-centered creativity.
Otherwhere Collective has unveiled a bold brand identity for Super Genius Society, a platform launched in April 2025 that reimagines learning as a joyful act of defiance. By prioritizing handcrafted design, the brand makes arts, humanities, and philosophy accessible through engaging educational materials that reject the polished, digital aesthetics of modern design for a raw, tactile experience.
“Our mission was to craft a brand identity that stands out and evokes emotions—curiosity, joy, inclusivity, and a hint of rebellion,” says Andrew Bellamy, founder of Otherwhere Collective, the interdisciplinary studio behind this handcrafted design project.
Playful, Authentic Custom Typeface
At the heart of Super Genius Society’s brand identity lies a custom typeface inspired by the bold, unrefined handwriting of children. This handcrafted design choice captures the free-spirited essence of learning before it’s shaped by rigid academic systems. The custom typeface permeates packaging, editorial layouts, merchandise, and digital touchpoints, ensuring a cohesive and authentic brand experience.
A Transformative Logo for Brand Identity
Central to the visual identity is Scribble, a vibrant snake logo symbolizing growth and the rejection of conventional thought. With its vivid colors and tendency to break free from structured grids, Scribble embodies Super Genius Society’s mission to restore joy and creativity to education through handcrafted design. This logo reinforces the brand identity, defying systems that prioritize conformity over imagination.
The aesthetic draws inspiration from Monty Python’s sharp humor, Mister Rogers’s compassionate ethos, and the Beastie Boys’ gritty DIY spirit, blending nostalgia with a revolutionary edge in its brand identity.
Tangible Educational Materials
Super Genius Society launched with two tactile card decks—one exploring music history, the other highlighting banned authors—alongside apparel and printed products. These educational materials, rooted in handcrafted design, foster physical interaction and shared learning experiences, encouraging users to engage deeply with content.
The brand’s lo-fi visual style extends to its photography and art direction, favoring raw, unpolished imagery that contrasts with the glossy visuals typical of educational materials. This approach underscores the brand’s commitment to human-centered creativity.
Even digital elements maintain this handcrafted quality, featuring an interactive drawing tool built with p5.js that invites users to explore human-centered creativity through freeform expression, enhancing the brand’s digital presence.
A Timely Response to Educational Challenges
Super Genius Society emerges at a pivotal moment for American education, addressing challenges like funding cuts to creative programs, rising book bans, and rampant misinformation. By leveraging handcrafted design, the brand positions itself as a counterpoint to these issues, emphasizing curiosity and critical thinking.
“Curiosity, creativity, and critical thinking are essential,” declares the brand’s manifesto. Rather than rejecting formal education, Super Genius Society uses educational materials to liberate learning from systems that prioritize control over discovery, making it a beacon of human-centered creativity.
A Collaborative Vision for Handcrafted Design
Super Genius Society reflects Otherwhere Collective’s unique collaborative model. Founded by Andrew Bellamy in 2018, the collective operates as a fluid creative space, uniting diverse talents to create impactful brand identities. This approach ensures that handcrafted design remains at the core of their work, blending strategic insight with tactile creativity.
Otherwhere has gained acclaim, securing two graphite pencils at the 2024 D&AD Awards for their creative retail typefaces, Washi and Blimp. Andrew, a British-American creative director who has worked in cities like London, Oslo, and New York, settled in Miami during the pandemic. His professional journey includes collaborations with leading design agencies such as JKR and Interbrand, and he has written a book on analogue photography, published in several languages.
The Super Genius Society brand identity showcases Otherwhere’s commitment to cross-disciplinary, human-centered creativity. By blending strategic insight with handcrafted design, the brand is gaining traction among cultural retailers and educators for its fresh approach to educational materials that inspire rather than dictate.
For more on innovative design, explore Otherwhere Collective’s portfolio or learn about creative education trends. To dive deeper into handcrafted design, check out our guide to tactile branding.
For more information on branding, graphic design, illustration, product design, or packaging design, Typefaces visit Brandlic.
