For as long as we’ve been in business, Untitled has always been an ironic name. Those who’ve been with us from the beginning know the story: when we first started, we were a full-stack data consultancy. The default name state of any new/blank digital creative project?
“untitled”
That felt like a fitting metaphor for our slogan at the time — “your data journey begins here.” Come as you are, even if we’re starting from scratch, and let’s build together from there.
Of course, if you know us well, you also know the real origin story of our name: almost seven years ago, after hours of debating names, we finally put on one of our favorite records, “Untitled Unmastered” by Kendrick Lamar. That settled it. The name stuck and we loved how novel and original it was for a company identity.
”Reflecting back on the early formation days of Untitled, I can promise you from day one, we knew we’d eventually build a platform. That moment is now fully here and has been for some time.
Aaron PeabodyCo-Founder & CEO of Untitled
Why We Created the Distilled Identity — and Why We’re Letting It Go
When we first began shifting from a services business toward a platform model, we felt the need to give our product its own identity. Calling it just “The Platform” felt abstract, even for us. To help ground the vision internally and externally, we gave it a standalone name and identity:
“Distilled”
A little tongue-in-cheek, we’d explain that it was a distillation of everything we’d learned from years in the services business (well, almost everything), across the hundreds of customers we worked with and countless projects delivered.
Distilled served its purpose. But over time, we found ourselves managing two brands at the expense of clarity. The reality? Untitled is who we are, and who we’ve always been, and we want the products we build to reflect this truth.
Instead of letting go of the Untitled identity for something “new” like Distilled, which felt a bit synthetic, I’m so excited to share that we’re going to be embracing it fully for our platform identity.
One Company, One Platform, One Name: Untitled
Every company reaches a moment when fractured identities become more of a distraction than a benefit. As we accelerated the platform side of our business, we realized we weren’t ready to let go of Untitled — because it isn’t just a name.
Untitled is our identity, our ethos, our DNA.
People know us as that, and refer to us as that. So today, we’re making it official: Untitled is not just the company — it’s also the platform. It’s what we want to bring to the world. It’s a brand that has survived, evolved, and continued to grow through the years. And now, it’s fully realized.
This also feels like a good point in the letter to say that if you never knew we had a product named Distilled, well, I imagine this memo is equally confusing but also drives home the intent of this consolidation and rebrand.
A New Domain for a New Era
With this consolidation, we’re also rolling out a new domain: getuntitled.ai
When we started as a consultancy, untitledfirm.com made sense. We wanted to signal our experience, professionalism, and the weight of an established firm, even if at the time we were just the new kids on the block. But today, we are a SaaS company. We’ve built a platform that helps marketers harness the power of data and AI to identify, curate, enrich, and reach their target audience—all from a single system.
With getuntitled.ai, we’re reinforcing what we do (and always have done): helping companies leverage their data alongside cutting-edge technology to achieve their goals, only now we’re doing that by way of software, rather than bespoke services, which makes this the right moment to move to a domain that aligns with where we’re headed.
Logo from 2018 to 2025
New Logo as of March 2025
Logo Asset from 2018 to 2025
New Logo Asset as of March 2025
The Brand, in Our Skin
All three of us co-founders tattooed the original Untitled logo on our wrists years ago. It’s a permanent reminder of what this company means to us, and the commitment we have to seeing through our vision for it. This transition doesn’t change that—it reinforces it.
For those wondering: no, we will not be updating our tattoos despite a new logo and font taking centerstage. However, you can imagine how challenging it was to also include these logo updates as a part of the “re-brand” decision.
This has been a long time coming, and we couldn’t be more excited for what’s ahead. More clarity. More focus. More alignment with who we are.
Welcome to the next chapter of Untitled, we’ve been here for some time.
Aaron Peabody
Co-Founder & CEO at Untitled
Connect with Aaron on LinkedIn
