What UnderConsideration LLC does

UnderConsideration LLC is a privately held, founder-operated graphic design firm established in 2002 and based in Bloomington, Indiana. The company is run by co-founders Bryony Gomez-Palacio and Armin Vit and operates as a content-and-event-driven design enterprise that both creates its own properties and takes on selective brand identity client work. Its service portfolio spans brand identity design, publication design, and event-branding production, with documented client projects including a complete identity for the nonprofit coworking space The Mill (Dimension Mill Inc., a 19,000 sq ft facility in Bloomington, IN) and a full identity redesign for the Bloomington Entertainment and Arts District (BEAD), a state-designated cultural district spanning 60 city blocks. Production capabilities documented in their portfolio include custom typeface development (e.g., the BNConf Marquee typeface and a custom Sawtooth font with OpenType-magic line behavior built with Type Supply), lenticular printing featuring 12 neon-light image variants and 6 die-cut letter combinations yielding over 221 billion possible unique covers, and concrete-cast conference materials in runs of more than 1,000 pieces.

The business model is multi-stream: conference ticket and remote-access sales for the annual Brand New Conference (running since 2010), ticket sales for the In-house In-focus In-person conference, sale of downloadable Brand New Conference presentation videos since 2010, sale of print and digital publications such as 'Flaunt,' revenue from past judged competitions (FPO Awards and Brand New Awards, 2010-2014), and limited professional-services revenue from brand identity client engagements. The company also runs an active content network anchored by the Brand New blog (corporate and brand identity opinions since 2010), the In-house In-focus blog, and the bi-weekly The Follow-up podcast launched June 2020. Distribution is direct via the firm's own websites (underconsideration.com, bnconf.com) plus email marketing through MailChimp and a broad social footprint across Twitter/X, Instagram, Behance, Pinterest, Vimeo, and Flickr.

The customer base consists primarily of graphic design professionals (independent designers, studio practitioners, and in-house design teams) who consume editorial content, attend conferences, and purchase educational products; a secondary segment is client organizations (nonprofits, government/cultural districts, and select enterprises) who commission brand identity work. The company has consciously wound down several legacy properties (Art of the Menu, Quipsologies, FPO, FPO Awards, Brand New Awards, Brand Nieuwe, UC.Quarterly, Brand New Classroom, Word It), focusing remaining resources on the Brand New and In-house In-focus franchises. The 2026 Brand New Conference (Nashville, September 17-18) and 2027 In-house In-focus In-person (Dallas, April 8-9) confirm continued operations. The firm remains founder-owned, with no disclosed external investment, headcount of approximately two co-founders plus minimal support staff, and no public financials.

Name

UnderConsideration LLC

Legal name

UnderConsideration LLC

Website

https://underconsideration.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

UnderConsideration LLC is a founder-operated graphic design firm in Bloomington, Indiana, that publishes design industry blogs (Brand New, In-house In-focus), runs the annual Brand New Conference and In-house In-focus In-person conference, sells design-related books and conference videos, and takes on selective brand identity client work, serving graphic design professionals and client organizations commissioning brand identities.

Ownership category

akta.pro rank

Product category

Graphic Design Services

NAICS

Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Corporate Conferences & Sales Kickoffs (MPAGAGAC)

akta.pro secondary industry

Executive Summits & Invitation-Only Forums (MPAGAGAK)

Keywords

• Graphic design services
• Brand identity design
• Design conferences
• Creative publishing
• Design education events

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Conference Tickets and Registration: Revenue from ticket sales for the Brand New Conference (annual), Brand Nieuwe Conference (one-time European event), and In-house In-focus In-person events. Pricing includes early-bird and final registration deadlines, plus remote access options.
2. Digital Video Products: Sale of individual downloadable presentation videos from all Brand New Conferences since 2010, as well as complete video sets. One-time purchase model for each video.
3. Print Publications: Sale of printed books and guides, notably 'Flaunt: Designing effective, compelling and memorable portfolios of creative work' available in PDF and print formats. Past publications include 'The Word It Book' (2007), 'Women of Design' (2008), 'Graphic Design, Referenced' (2009), and UC.Quarterly print publication (2013-2014, 500 print-run).
4. Award Competition Entry and Book Sales: The FPO Awards and Brand New Awards operated as judged competitions (2010-2014) with free online galleries but offered high-res PDFs and books for purchase. The FPO Awards competition generated winners across 2010-2014 editions.
5. Client Design Services: Taking on limited client work for brand identity projects, as stated: 'A graphic design firm generating its own projects, initiatives, and content while taking on limited client work.' Projects include The Mill identity, BEAD identity, and conference identities.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

UnderConsideration LLC is a graphic design firm that operates a portfolio of owned design-industry media (blogs such as Brand New and In-house In-focus, plus The Follow-up podcast), organizes signature conferences (Brand New Conference, First Round, In-house In-focus In-person), sells physical and digital design products (Flaunt book, downloadable conference videos, "This." curated items), and takes on selective brand identity client projects. The company is run by co-founders Bryony Gomez-Palacio and Armin Vit from Bloomington, Indiana.

Product overview

UnderConsideration LLC is a graphic design firm run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN, that generates its own projects, initiatives, and content while taking on limited client work. The company's product portfolio consists primarily of content platforms and events rather than traditional software products. Core offerings include Brand New, a blog focused on corporate and brand identity; the Brand New Conference, an annual two-day design event held in various cities; and In-house In-focus, a blog and conference for in-house design teams. The company also publishes several blogs including FPO (For Print Only) showcasing printed projects and Quipsologies chronicling design industry news. Physical and digital products include the Flaunt book on portfolio design and Brand New Conference Videos available for download. Several initiatives have concluded over the years, including Art of the Menu (2011-2019), FPO Awards, Brand New Awards, the Brand Nieuwe Conference European edition, UC.Quarterly, Brand New Classroom, and Word It. The company also produces custom identity design work for clients, documented as 'Favorite Things we've Made' including The Mill identity and BEAD identity projects.

Differentiator

Problem solved

Functional benefit

Brands

• Brand New: Opinions on corporate and brand identity work - one of their primary blogs
• FPO (For Print Only)
• Quipsologies
• Art of the Menu
• Brand New Conference
• Brand Nieuwe Conference
• Austin Initiative for Graphic Awesomeness
• FPO Awards
• Brand New Awards
• UC.Quarterly

Products and services

• Brand New (blog) Editorial blog providing reviews, opinions, and analysis of corporate and brand identity work from around the world, targeted at practicing graphic designers and brand identity professionals.
• In-house In-focus (blog) Editorial blog highlighting in-house design teams and showcasing the work and perspectives of designers working within corporations and organizations.
• Brand New Conference Annual two-day event on corporate and brand identity featuring presentations from active and influential design practitioners from around the world, with in-person and remote access ticketing and a custom annual themed identity design.
• In-house In-focus In-person Two-day conference highlighting the experiences of design, communication, and brand in-house teams from around the world and their impact on organizational goals.
• First Round
• Flaunt (PDF + Print book) Published book on designing effective, compelling, and memorable portfolios of creative work, sold in both PDF and print formats to design professionals and students.
• Brand New Conference Videos Individual, downloadable videos of every Brand New Conference presentation since 2010, available for one-time purchase as individual files or complete sets, targeted at design professionals seeking educational content.
• This. (curated design products)
• The Follow-up Podcast Bi-weekly podcast featuring in-depth conversations with designers behind projects reviewed on Brand New, uncovering context, background, and design decisions behind the work.
• Brand Identity Client Services

Quantifiable outcome

• 409 attendees from global design industry at 2016 Brand Nieuwe Conference Amsterdam
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered minor.

• Schermerhorn Symphony CenterminorStrategic or Co-development Partner · 1 January 2026Venue partner for the 2026 Brand New Conference in Nashville, TN. Located at 1 Symphony Pl, Nashville, TN 37201.
• Beurs van BerlageminorStrategic or Co-development Partner · 1 January 2016Venue partner for the 2016 Brand Nieuwe Conference in Amsterdam. The historic Beurs van Berlage event venue provided the conference space for the two-day event.
• Classic ColorminorStrategic or Co-development PartnerTrusted printer partner for the 2019 Brand New Conference lenticular printing production. Collaborated with Pacur (lenticular sheet manufacturer) for the conference materials.
• PacurminorStrategic or Co-development PartnerLenticular sheet manufacturer that provides quality materials for the 2019 Brand New Conference program production, working with Classic Color printer.
• Blackline StudiominorStrategic or Co-development PartnerIndianapolis, IN-based design firm in charge of The Mill building renovation that collaborated on exterior signage design and implementation.
• ColorplanminorStrategic or Co-development PartnerSponsor providing gray stock paper for 2018 Brand New Conference badges.

Scale indicators7 records

Recent moves6 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/ucllc
• YouTubevimeo.com/ucllc
• Instagraminstagram.com/ucllc
• Pinterestpinterest.com/ucllc
• Facebookfacebook.com/arminvit
• LinkedInlinkedin.com/company/under-consideration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UnderConsideration LLC