When my co-founder Charles and I started Mutiny in 2012, it marked a shift — from the world of advertising, where we had built our careers, to branding. That shift wasn’t just about the type of work we were doing. It was about creating the kind of practice we wanted to be part of, one that merged creativity with strategy, and that was built around storytelling from the very start.
It was our mutiny. But we didn’t leave everything behind.
As copywriters by training, we grew up in the craft of writing — learning from the greats how to build narrative, sharpen voice, and make every word count. At Mutiny, we took those skills and applied them to strategy and brand building. We believed that brand should be driven by story, shaped by language, and rooted in clarity from the start.
Twelve years later, that foundation still holds. But like any good story, ours has evolved.
New Look. Clearer Focus.
Today, we’re excited to share the next chapter of Mutiny: a new website and a clearer articulation of how we work and what we believe.
On our new site, you’ll find:
- A focused overview of our services — from naming and brand strategy to visual identity, messaging, and ongoing brand partnership
- A look at our process, shaped by narrative-first thinking and built for collaboration
- Our core values and the team behind the work
And perhaps most importantly, we’re finally sharing the body of work we’ve built over the past thirteen years. For most of that time, we’ve grown quietly — by word of mouth, project by project. We kept our heads down, focused on the next challenge, the next partnership, the next opportunity to help a brand grow. We've worked with the world's largest retailer. We've repositioned a global payments brand. We've worked with healthcare startups, science companies, and edtech brands. We've launched packaged goods, wellness brands, accessories designed for disability, travel for women and even children's luggage. We've done so much and loved every minute of it. Every project a new opportunity to learn, to collaborate and to bring something new and exciting into the world.
Now, we’ve taken the time to step back and tell our own story — showcasing the brands we’ve helped shape, the work we've created, the stories we’ve been part of, and the expertise we’ve built along the way.
What was once a quiet reputation for excellence and partnership is now a visible body of work we’re proud to share.
I think the new site is not only a reflection of who we are today and the kind of work we do best, but it's also a rallying cry for our own future. One where Mutiny is no longer the best-kept secret in the brand world but instead has an external presence that attracts the kinds of clients who share our belief in the power of brand and story as an engine for value creation, connection and clarity.
Two Founders. One Philosophy.
Mutiny has always been shaped by the balance of our perspectives and passions. My background has long been rooted in consumer brands — helping early-stage startups build momentum, shape their narrative, and carve out their place in the world. Charles’ career has spanned the technology and finance space, where the storytelling challenge is different but no less critical: how do you bring clarity and conviction to complex, technical, high-stakes businesses?
While our origin story is rooted in early-stage consumer startups, our portfolio has evolved. Our body of work and the accumulated expertise is immense. Over time, we've leaned even more into B2B branding — including fintech and SaaS — driven in part by Charles’ deep agency experience in that space. Today, our work spans both consumer startups and B2B technology companies. That dual perspective is what makes Mutiny unique.
Ultimately, the need for bold, strategic storytelling is industry-agnostic. What ties it all together is our brand promise and core belief that Bold Breaks Through. That mindset has been at the heart of Mutiny since the beginning. Whether you're speaking to the consumer or an enterprise decision-maker, boring blah brands don't win hearts, change minds or move people in new directions.
