In a sun-drenched studio in Charleston, South Carolina, something remarkable is happening. Founded in 2017, Outline has quietly become one of the most intriguing brand studios in the American South, crafting identities that feel both timeless and distinctly contemporary. Under the guidance of co-founder and creative director Ky Allport, the studio has garnered attention from the likes of Vogue, The Today Show, Martha Stewart and Forbes.
But what sets Outline apart isn’t a signature style—quite the opposite. „At Outline, we’re really proud not to have a house style,“ stresses Ky. We’ve worked with everyone from custom jewellery designers to fancy canned beans, organic cotton undies to chef-made hot sauces and Michelin-starred restaurants.“
The studio describes itself as ‚foundational‘. „For us, that means getting that first phase right,“ she clarifies. „Your visual brand world with a conceptual mark or custom wordmark. Supporting graphics, type, and colours that will work in the space. And guidelines that give you the tools to truly ‚own‘ the brand beyond our immediate relationship.“
She adds that the same goes for brand strategy. „You’d have language and messaging at your disposal, but more importantly, you’d remember how and why we built your brand persona the way we did. From there, we often stay on for secondary phases such as websites or brand applications, whether physical or digital extensions of the brand—anything like matchbooks or merch, or social templates or physical signage.“
Unlocking brand truth
At the heart of this approach is an unwavering commitment to authenticity. „We all come from different backgrounds,“ explains Ky. „But what unites us is a sense of curiosity and the stubbornness to keep following our noses, keep going down rabbit holes with our clients.“
Importantly, these are rabbit holes with purpose. „We’re trying to bring the inside out,“ she says. We hunt for authenticity because it’s the one thing that will make all the work greater than the sum of its parts. Once we have a kernel of perfect, beautiful, weird truth that connects to universal emotions, we can build a brand and tell a story in a way that resonates.“
This philosophy has led to a diverse work portfolio demonstrating the studio’s versatility. Recent projects showcase their ability to work across various sectors while maintaining a consistent level of thoughtful sophistication.
Recent projects
Take their work for The Dabney, a Michelin-starred restaurant in Washington, DC. The project coincided with a renovation and the transition to a prix fixe menu, requiring a complete reimagining of the dining experience. The result includes a sophisticated three-part, slotted dinner menu system featuring 18th-century artwork of the Potomac, accompanied by rich tones and tactile printing details.
For Subset, an organic cotton essentials company, Outline created a brand identity that masterfully balances warmth with sophistication. The system features dynamic parentheses-inspired submarks and a flexible wordmark, accompanied by surrealism-inspired art direction that brings the brand’s modern, monochromatic aesthetic to life.
One of their recent major projects was Soprana, a rooftop woodfire pizza restaurant in Asheville. Ky explains, „The concept was inspired by the name, which is an Italian reference to being above; symbolizing the altitude and view, as well as their high-quality Italian cuisine.“
As a result, the custom wordmark included elements of rising dough and red sauce, along with a motion that suggests pizza tossing. Ky mentions, „Our design language combined Alpine and Appalachia influences, and we even provided input on the interiors. Diners experience a cohesive design through menus, merchandise, coasters, signage, and servers‘ uniforms created for the project.“
Effective communication
Their process is centered on clear communication from the beginning. Ky states, „We start by engaging in conversations with our clients, emphasizing the idea of success rather than good or bad. We also clarify the distinctions between constraints, circumstances, and preferences.“
This approach extends to their collaborative process, where ideas are shared and strengthened through open communication. Ky mentions, „Our designers and strategists collaborate closely, exchanging ideas to enhance concepts or create something entirely new.“
Navigating the future
In the midst of technological advancements in the design industry, Outline maintains a balanced view. Ky reflects, „We focus on purpose-driven projects that benefit the environment, human body, and community fabric. It’s fulfilling to see more brands interested in collaborating on such projects.“
Regarding artificial intelligence, Ky acknowledges its benefits as a tool for gathering information but emphasizes the importance of understanding its limitations. She advises, „The smartest AI users are those who can interpret, edit, add nuance, or think creatively.“
Looking ahead
For aspiring designers looking to make their mark, Ky suggests approaching every project with passion and curiosity. She encourages them to explore industries that may not seem like an immediate fit and to channel creative energy into discovering what excites them.