Felicia sitting on hay with laptop showing old Creative Unsquashed website

Who We are.

Creative Unsquashed is a brand design studio focused on building strategic brand systems that are designed to last.

We work with brands that know what they exist to do and are ready to express that direction with intention. Our approach is grounded in thoughtful decision-making and the belief that a strong brand should function as a system, not a collection of disconnected visuals.

This work is not about chasing trends or reinventing a brand every few years. It is about creating a foundation that supports consistency, confidence, and long-term growth.

our process

Our work follows a structured, collaborative process designed to bring clarity and momentum from start to finish. Each phase builds on the last, ensuring decisions are made intentionally and the final system is ready to launch and operate confidently.

  • 1. discovery & alignment

    We begin by understanding the direction, priorities, and context of the brand. This phase ensures we are aligned on goals and constraints before any design decisions are made.

  • 2. strategy & direction

    We define the strategic foundation that will guide the system. This includes key decisions around positioning, structure, and how the brand needs to function moving forward.

  • 3. system design

    With direction established, we translate strategy into a cohesive visual and structural system. Each component is designed to work together rather than in isolation.

  • 4. refinement & implementation

    We refine the system and prepare it for real-world use. This phase focuses on consistency, usability, and readiness for launch.

  • 5. launch & handoff

    The system is finalized, delivered, and launched where applicable. You leave with the tools, guidance, and confidence to operate the brand without ongoing dependence.

Photo of Felicia, leaning on knee smiling

Creative Unsquashed is led by Felicia Sullivan.

Felicia works directly with clients throughout each engagement, guiding the process from early conversations through execution and launch. Her approach is collaborative and grounded, ensuring the work stays aligned with what the brand is actually trying to do.

While Creative Unsquashed is built as a studio designed to grow, this leadership structure keeps the work human, consistent, and intentional.

studio leadership