TGIF :: A Movement, A New Logo, and You

#51 || This ClearLife, Undimmed Thing, is... a Thing

Apr 05, 2024

You are reading ClearLife, an exploration of life without “dimmers” such as escapist drinking, eating, snark, exercise, shopping, sex, work, drugs—even generosity—in pursuit of a more intentional, present, and embodied way of being. Prior posts are available here.

I love those weeks when I am spilling over with creativity, eager to get to the laptop pre-dawn, inspired to share and explore with you in this amazing medium.

This is not one of those weeks.

It’s not that something bad is happening—quite the contrary. Many exciting ideas and visions are coming to life, not the least of which being the new ClearLife logo, recording the last episode of season one of my podcast (with none other than

Dana Leigh Lyons

!), and the completion of a book proposal that made it’s way into several publisher inboxes via my wonderful agent this week.

It’s the other stuff.

The difficulties that come with parenting teenagers. Sigh.

The pressures of spending money to build companies and projects before income starts coming in. Oy.

The emotional turmoil that sometimes accompanies a high growth, conscious relationship with a beloved the Universe chose to help us each heal our deepest, most evasive boo boos. Hands on heart.

And preparing to kiss the kids goodbye for a wonderful week overseas with their dad and extended family (yay for them, and dad, but…it’s complicated).

Seeing this all coming to a head, I decided to turn this week’s TGIF spotlight on the new ClearLife logo… how it came to be, and some of the human story behind it.

But first, are you seeing what I am seeing?

Yeah, this. ⬆

And this one… No Longer drinking? There are options for you from CNN Health on Monday 4/1/24 with this round up:

“There’s this kind of negative connotation around people who have chosen to be sober or have needed to become sober due to health or mental health or addiction issues,” Myles said. “But these days, I think there are plenty of people, who do not have those strong countervailing reasons to not drink, that are choosing not to drink.”
Instead, drinking less — or not at all — is becoming more of a positive choice in some people’s life, in the same way others try to exercise more or eat better.

I’m always excited to receive links and screenshots from those who know of my ClearLife passions. This week they came in daily. You shared articles from all over. CNN. The Economist. The New York Times. National Geographic. Elle Magazine. Oprah… the list goes on and on.

The message? No/low (“NoLo”) alcohol is in. It’s all feeling a bit like a dream coming true: It is less and less weird to drink something other than the third leading cause of preventable death. And you don’t have a problem if you’re opting out. Grateful for the thoughtful coverage and for all of the shares, and even more for the personal reflections that sometimes accompany them. Please keep them coming!

(Re)Branding ClearLife

There have been a couple of iterations of a logo and overall brand design over the years. I learned a ton about myself, my why, my vision, and how others see this work when I took a first pass in 2021 (with input from several of you). It was time to do an update, ideally a durable one, that would carry these threads into the range of ClearLife offerings coming together in 2024 and beyond.

After considering several options, I engaged the newly founded Us, a boutique agency co-founded by Jon Ritt and Rob Bertolina and their magical co-conspirator, Cherie Healey, together whom have decades of experience creating and launching magic. We worked together for months, on zooms, in living rooms, over winter salads, herbal tea, and LaCroix… They inquired, listened, read, researched, drafted, explored, proposed, revised, listened some more, fine tuned again, and then delivered something magical.

First, there were Key Brand Attributes:

We started to feel it all coming together.

Words like balance, reflection, expansion, centered, growth, simplicity, and self came to mind as the logo took its form.

✨ ⚡️ 🌟 m a g i c 🌟 ⚡️ ✨

In Their Own Words…

Jon and Rob graciously agreed to be interviewed for this post, so I’ll let you read the rest of the story in their own words. It’s flowery and flattering, but I don’t want to butcher their language in trying to simplify or soften their responses. I’m working on simply letting it in, and hope that by sharing here, we all get to learn a bit about the heart of this effort, this movement.

What were your first impressions when you first heard about ClearLife?

When we first learned about ClearLife, our initial impression was one of immediate intrigue and excitement. Like many groundbreaking innovations, ClearLife presented a solution to a problem that we felt should have been addressed long ago. We were also moved by the immense potential of ClearLife's concept to truly make a difference in people’s lives. After our first meeting with Cecily, we said to ourselves—This is the kind of project we want. The opportunity to contribute to meaningful work that has the potential to positively impact individuals on a personal level would be the greatest honor for us. If our effort to build this brand can help just one lost person find direction and clarity in their life, then we can put down our pencils and be proud of our work.

How would you describe this project to a friend?

To a friend, I would describe this project as an incredible opportunity to be part of something truly inspiring—a movement centered around embracing life to the fullest and striving to become our best selves. It's not just about branding a company; it's about being part of a passionate journey to empower individuals to live with clarity, purpose, and authenticity. It's like being part of the ultimate passion project, where every decision and creative effort is aimed at making a meaningful difference in people’s lives.

How has this project been different from other branding work you’ve done recently?

This project has been different from other branding work we've done in several ways. First, it wasn't just a creative endeavor; it honestly inspired us on a personal level. ClearLife's mission resonated deeply with us, even prompting us to set aside alcohol and adopt a mindset of embracing life without dimmers. Whether surfing, running, or practicing martial arts, we've always cared about our physical and mental health.

But through this project we found ourselves re-prioritizing our well-being over everything else. This shift in perspective not only influenced our approach to the project but also enhanced our overall sense of focus which has benefited us both at work and at home.

Can you describe the visual significance of the mark and how you got there?

We started with various themes and sketched hundreds of rough concepts in search of something distinctive and memorable. The mark we ultimately pursued is an abstraction of personal growth. Once we thought about reflection and expansion – we found the form.

What do you hope people see or feel when they view the logo?

The best trademarks gain meaning through exposure to the company itself. The trademark is designed to be a positive reminder of all the good within ClearLife. We hope people feel peaceful and balanced when they look at the mark, and eventually start to see themselves within it.

What ended up being a surprise, if anything?

We’ve never engaged in a Visual Identity project that literally made us mentally and physically healthier. Until now.

You’ve mentioned that you’ve made some personal changes during this undertaking. Are you comfortable elaborating on what, and why?

Jon:
I’ve been questioning my relationship with alcohol for years now. It just stopped serving me like it used to. The healthy, normal conversations we had about dimming was liberating and provided the impetus I needed to choose clarity over numbness.

Rob:
Yes. I found myself making personal changes that have had a profound impact on my life. It all started after our initial meeting with Cecily when I returned home and instinctively reached for a drink. However, in that moment, I paused and reconsidered. I realized that if I was truly committed to this project, I should also try to align myself with ClearLife's mission.

Having been surrounded by alcohol throughout my life, and witnessing its devastating effects on people very close to me, I thought to myself ‘maybe this project found me for a reason.’ I made the decision to put down the bottle, or at least prove to myself that I could. And I did. I've not only discovered a newfound sense of willpower, but I sleep better, I wake up each morning without a headache, I enjoy clearer skin after years of struggling with eczema, and my brain feels sharper.

If people want to reach you for potential engagements, what’s the best way?

You can contact Us via weareus.agency.

Now the You part.

Thank you for reading. Thank you for trusting me with your time. Thank you for staying curious about this complex and deeply rewarding topic. Thank you for your comments, likes, feedback, and questions. Thank you for your support, free and paid subscribers alike!

Next week will be the one year anniversary of when I started publishing weekly TGIFs here on Substack. It’s hard to believe. It feels like slow movement, pulling my attention to this segment of

Yung Pueblo

’s most recent post:

Slow movements are intentional, powerful, and intelligently considered. To boldly move at our own pace and remove ourselves from any self-imposed competition can be a profound paradigm shift. Setting aside rigid timelines, embracing organic development, and maintaining focus on deliberate actions can make an immense difference in how much we achieve. In the equation for inner and outer success, speed is a small factor. We are better off concentrating on effort, commitment, and long-term consistency. Remember: Part of what makes mountains so mighty and enduring is that they are built slowly over a long span of time.

Slow or not, movement is afoot, and I am honored to be a part of it, with all of You.

Onward. 💪🏼

Miscellaneous…

Have you checked out Mia’s Queue yet? There’s nothing like watching someone we admire (and in this case adore) step out of a comfort zone and into their brilliance. This is what Mia is doing in evolving her Substack to include deeper reflections about her inner world, what she describes as “self expansion,” all while continuing to offer up cultural goldmines. I love what you are doing, sister… 🔥

Sangha Saturdays… The next Zoom version will be next Saturday April 13th at 9am PT. The next in-person one has yet to be scheduled. If you’d like to join, please indicate your interest here and you’ll be added to the (anonymous) calendar invitations. 🎋

Outside time… I am coming to realize it is really among The Most Important Things. Every single day. Reminding myself, and you, to make that happen in coming days. Love. ❤️‍🩹