Bold yet rooted: brand innovation that stays true

The best brand innovations aren’t about chasing trends or reinventing for reinvention’s sake—they’re about unearthing what’s already there and amplifying it in ways that feel fresh, fearless, and true.

At Someoddpilot, we specialize in bold brand evolution that never loses its roots. Our breadth of experience—from beloved indie institutions like The Empty Bottle, Drag City, and The Second City to global powerhouses like Kimberly-Clark, Caterpillar, Patagonia, and Herman Miller—means we know how to balance cultural credibility with mass appeal. We go big while staying real.

That indie background isn’t just an origin story—it’s a creative philosophy. We know how to spot hidden gems in brands, tap into the deep emotional connections fans already have, and expand them authentically. Whether it's taking a heritage brand into the future or turning a cult favorite into a household name, we create work that gets people lining up around the corner—because it feels like something worth believing in.

The strongest brands don’t erase their DNA to evolve—they lean into it. We make sure every innovation feels like the next chapter, not a rewrite.