Outlore
True crime is one of the most consumed, and most mishandled, content formats in our world today. Misinformation spreads fast, victims are sensationalised, and most producers prioritise engagement over accuracy. Eleanor Neale built something different off the back of her YouTube following. A research team dedicated to getting the details right. A brand that directly supports charities working with victims. Millions of viewers who trust her because she took it seriously.
But taking it seriously has a cost. The content was heavy, and her natural personality - warm, lighthearted, deeply human - had no room to exist within a format that demanded constant gravity. Eleanor came to ALSK to mark the beginning of a new, distinct era of her podcast, and find her way back to the love of storytelling.
Decode the context
Outlore needed to exist as its own entity, a brand with enough independence to carry the weight of the work without it resting entirely on Eleanor. Eleanor and her team led the name decision. ALSK stress-tested ideas against the industry landscape before their legal team confirmed the trademark. Once the name landed, the brand could begin.
Find the edge
Outlore needed to exist as its own entity, a brand with enough independence to carry the weight of the work without it resting entirely on Eleanor. Eleanor and her team led the name decision. ALSK stress-tested ideas against the industry landscape before their legal team confirmed the trademark. Once the name landed, the brand could begin.
Make it iconic
The moth became the heart of the identity. Moths are drawn to light but thrive in the dark, irresistibly pulled toward the bizarre, the obscure and the pursuit of truth. A perfect symbol for what Outlore actually is. The bespoke illustration was built to travel across Eleanor's entire creator ecosystem, not just the podcast. The folklore aesthetic anchored the visual world - nodding to storytelling, the strange, and the timeless.
The moth has since become the defining emblem of Eleanor's wider brand, including her agency, Moth Management.
Keep the pace
The brand system was built for longevity and consistency across every touchpoint, guidelines, video templates, podcast artwork, merch assets, YouTube banner, and creative direction for the podcast set. Everything designed to hold its shape as Outlore grows.
