About Rebel.Rebel
One House. Two obligations.
Challenge the claim. Own the answer.
The name
REBEL — verb. Challenge the claim.
REBEL — noun. Own the answer.
Research without editorial becomes observation. Editorial without research becomes opinion.
The practice
Rebel.Rebel is an independent research and editorial practice for the retrieval age.
We measure what machines say when a consequential decision is on the table, find where the record breaks, and repair it without moving the ruler.
The House also makes and owns books, tools and other cultural property built to the same standard.
Not another campaign brief. The record first.
Founder
Companies spend enormous effort deciding what they mean, while the sentence that reaches the customer may be assembled elsewhere.
Austin Ripmaster is the founder of Rebel.Rebel. He has held senior brand and creative roles at Nike, adidas and Lucchese.
The Assay was built to measure that gap.
House doctrine
Make things that stay.
Important things deserve an accurate record before a consequential decision is made about them.
The architecture
The Assay™
The instrument.
Editorial
The authorship arm. Evidence into record. Record into circulation.
Standing Wave™
The longitudinal program.
Touchstone™
The independent public research program.
Rebel.Rebel Press
The publishing imprint.
Retrieval + Fidelity
The two headline measurements.
The standards that govern the work
The Practice
Six phases, with quarterly ledgers.
The Guild Book
Four laws, eight gates, twenty maxims.
Contact
Bring a consequential question.
Client work begins with the decision, not a deliverables list.