Catch and Release
Licensing the internet
Catch and Release was at a pivotal moment. They started as a boutique image research agency, using their deep expertise in rights clearance to dig up and license photos and videos for top creative teams.
Now they were making a shift, turning into a tech‑forward platform for automated image licensing. Instead of working closely with each individual client, C+R streamlined the licensing process so customers could self‑serve.
They needed a brand and digital experience that would bridge human intuition and machine efficiency without losing credibility on either side.
First, we focused on messaging. We reframed Catch+Release as the only platform purpose-built to license the internet. This became both a core message and a compass for every design and product decision.
I work with creatives all over the world, in-house teams, agencies, and the biggest names. When it came to redoing our brand, I called Squero. I am building a tech brand that still needs a human touch, and needs to feel thoughtful to creators and let them shine... It's a complex brand and product challenge they more than met.
Analisa Goodin, CEO of Catch and Release
We also proposed a new visual identity centered around a refined logotype and a symbolic shift: replacing the ampersand with a plus sign.
The plus captured the transformation from boutique to platform, from arts and humanities to intelligent automation.
And we got to work on the website and the product. The logged out state needed to invite users to explore the diverse content available through the platform, so we put the work front and center. Seasonal images, real project examples, and artist-forward storytelling, with just enough structure to support licensing confidence.
The logged in state needed to be a self-service tool with automated image cost estimates, with the option to engage expert image researchers. We designed the interface to feel simple to use but extremely powerful, able to adapt to the different needs of different teams.
Our approach
The message comes first
Before we could design the product or the brand, we had to figure out the key story C+R needed to tell about themselves. We settled on “license the internet” and all other work stemmed from there.
The + matters
It had always been Catch&Release, but shifting the ampersand to a plus indicated the fundamental shift they were making, and the potential of the platform they were building.
A flexible UI system
The product needed to feel both flexible and trustworthy, able to meet the needs of fast-moving creative teams and large-scale brand operations.
