Strategic rebrand positions Untold as emotionally resonant AI

The AI-powered voice journaling app needed to reflect its emotional growth in a time when AI is often seen as cold and inauthentic. Untold partnered with The Working Assembly to create a brand that feels as human as it is intelligent.

Untold’s strategic rebrand was centred on ideas already embedded in product experience: ‘speak freely, feel understood, grow intentionally.’ A complete visual and verbal transformation was felt necessary to reflect Untold’s progression. A new custom logo, refined human voice and an expressive design built around imperfection and humanity set a new foundation for the brand.

A bespoke AI illustration system, designed by The Working Assembly, trained Untold to create imagery that carries users through an emotionally resonant brand world, rather than one that feels algorithmically generated.

“We built Untold's AI image system the same way we built the logo itself, from strategy outward,” says Jolene Delisle, founder and head of brand creative at The Working Assembly. “Every visual expression starts with the same idea at the heart of the platform: your voice matters, and what it reveals has the power to shape who you become.”

Untold came to the realisation a rebrand was required following its newest expansion, Perspective, which matured the company beyond its existing platform. Perspective introduced guided journal flows, visual emotional trend mapping and the ability to ask questions about a user's life based on what they’ve previously shared. 

With this evolution, the brand needed to grow with the software. Untold’s new identity captures this depth, articulating the product not as a productivity tool or therapy, but a platform that recognises honest self-expression as a catalyst for personal growth.