Sports & Outdoor
Over 15 years I’ve created brands that launched start-ups, grown seven figure businesses and sold out global events.
What can we achieve together?
Sport lifts the spirit.
The surge of adrenaline that sparks competition and creates the kind of moments people carry with them forever.
As your competitors reach for AI-generated slop, I create human-made branding to engage, excite and connect with music lovers everywhere. Helping you to find your people and build on the culture we share and love.
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Orwell took the ideas in my head and made them into something real, something much more than I imagined. Just using the new brand gives me confidence in my business.
Celebrant Kate
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Orwell took me from this very long list of services to one sentence – opening doors in the music biz. My message is clear and I feel proud of what I'm wearing as a brand now.
To anyone thinking of working with Orwell, do it!
MSA Music Services
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I would say jump on a call with Orwell because from that initial meeting, you will be 100% comfortable.
The way he works with founders has been eye opening. He's so good at managing people, managing egos and making sure everyone gets a voice, but then we do the best thing for the brand.
Brand Strategist, Defiant
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It's an easy win for me to make a recommendation for other founders to work with Weiter.
Orwell is an experienced professional, he doesn't just give you what you ask for, he gives you what you actually wanted. You can put your trust in him.
Founder, Defiant
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Our messaging is perfect, we now know exactly what to say to attract the kind of clients we want. Unequivocally, value for money and then some!
Founder, Biofitness
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Working with Orwell was like talking to your old friend who knows exactly what you need, is there to guide you all the way through and in the end celebrates your success.
Managing Director, Coorie
How it works
Strategy + messaging
In a crowded market, your strategy is how you get noticed and win!
I research your brand, audience and competition to find key insights that help you step outside of the norms of your industry. Through collaborative workshops we develop the positioning, messaging and strategy we can build your brand around.
Visual identity
With the strategy at the centre, I craft a visual identity to attract and excite the right people.
Logo, brand system and art direction that is uniquely yours, built to help you change the world. I deliver flexible brand guidelines to keep you consistent as you grow from startup to scaleup and beyond.
Go to market
Strategy and identity are the plan and the tools, GTM is where we put them to work!
Website, pitch deck, digital and print, I create the key touchpoints that you need to grab attention and build trust so you can focus on building a startup that will change the world.
Weiter means go further.
Weiter is the work of Berlin-based brand and strategy director Orwell McGubbins.
For 15 years I’ve challenged businesses and decision-makers to push their brand beyond their expectations. Using cultural insights and creative know-how to turn strategy and design into brands that engage and excite people all over the world.
Beginning my life in design creating posters and merch for friends’ bands and club nights, I’ve come full circle, combining that early DIY energy with years of hands-on strategic experience to support today’s dreamers, founders and creators.
I don’t do it alone, collaborating with a network of freelancers specifically selected for each project to deliver what your startup needs.