Substack is an online newsletter platform that lets independent writers monetize their work through monthly subscriptions.

Their current brand identity is pretty nondescript and diplomatic, reflecting brand newness and perhaps desire to cater to all sorts (from decorated journalists to even QAnons).

So I decided to give Substack a much louder persona that gets to the heart of their purpose, with a spy genre flair and campaign line Know Too Much.

This is a spec project I concepted, wrote, and comped.