Established in 2007, UnderConsideration is a graphic design firm generating their own projects, initiatives, and content — best known for their blog, Brand New, which has been in publication since 2006. Co-founded and run solely by Bryony Gomez-Palacio and Armin Vit — both of whom were born in Mexico City, both graphic designers, and both married to each other — UnderConsideration organizes and hosts the Brand New Conference (established in 2010) as well as First Round (established in 2018) and In-house In-focus In-person (established in 2025).

Cumulatively, they have curated a selection of more than 450 individual speakers and hosted more than 12,000 attendees since 2010. Currently based in Bloomington, IN, they work hard, they work fast, and they do the best they can.