Alright – so today we’ve got the honor of introducing you to Claire Uhar. We think you’ll enjoy our conversation, we’ve shared it below.

Claire , looking forward to hearing all of your stories today. How did you come up with the name of your company?

I’m fascinated by how companies come up with their names, so I love this question. When I was (re-) naming the company last year, I wanted something that reflected not just what we do but how we think. OBSCURE felt perfect—evoking a sense of mystery, discovery, and depth. It’s a name that captures our ethos: we don’t chase the obvious or the trendy. Instead, we focus on uncovering the unexpected—hidden opportunities, ideas, and partnerships that others might overlook but hold immense potential.

The word itself sparks curiosity, which I love. It mirrors how we operate—often behind the scenes, crafting work with precision and intention, while always creating something memorable and impactful. We thrive in spaces where others might hesitate, where innovation demands curiosity and boldness.

It’s also a lens through which we approach our clients. Whether they’re emerging creators or established brands in media, tech, and the arts, what ties them together is their outlier nature. They’re visionaries and risk-takers, navigating some of the most competitive industries while pushing boundaries and redefining what’s possible.

In 2024, this ethos came to life in countless ways. We helped a leading influencer marketing agency reshape their corporate strategy in the $250B+ Creator Economy, partnered with a luxury media entity to bridge the worlds of A-list talent and renowned artists, and supported an iconic theater as it launched new digital and business ventures. Each project required stepping into uncharted territory—finding clarity and purpose in spaces that weren’t obvious but were rich with opportunity.

For me, OBSCURE is more than a name—it’s a mindset. It’s a reminder to our clients, collaborators, and even competitors that we will always do things a little differently. I like keeping people intrigued—and 2025 promises some bold new moves of our own that I can’t wait to share

Claire , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’ve always been drawn to the intersection of creativity and commerce, which shaped my path through roles in marketing, product strategy, and media before founding OBSCURE. After working on projects that ranged from scaling startups to launching new business models at established brands, I saw a gap: companies often needed a partner who could bring clarity and creativity to complex challenges. That realization led to OBSCURE.

At OBSCURE, we partner with clients to solve pivotal challenges and uncover opportunities that others might miss. We specialize in navigating the chaos of early and growth stages—crafting unexpected partnerships, refining operations, and creating narratives that resonate. Over the past two years, we’ve worked with clients in media, tech, and the arts to diversify revenue, attract new audiences, and create lasting impact.

I’m particularly proud of the trust our clients place in us to deliver work that not only solves their immediate needs but redefines what’s possible for their businesses. OBSCURE is built on word-of-mouth connections— so we would love to hear from you. Find us on instagram @theobscure.co

Can you talk to us about how your side-hustle turned into something more.

Yes, OBSCURE was originally a side hustle! During the pandemic, I started receiving calls from founders, creators, and investors seeking advice on pivotal moments for their companies—whether they were launching, scaling, rebranding, or selling. I took on a few of these projects in my spare time, and the demand for the kind of strategic, creative guidance I could provide came naturally.

The turning point came in 2022. After nearly a decade of being founder-adjacent, I knew it was time to take the leap and build something of my own—OBSCURE became my full-time focus. Since then, several key milestones stand out. In the first year, we secured our first long-term retainer clients, which established the foundation of the business.

In year two, a major milestone was solidifying OBSCURE’s identity—formalizing our brand, refining our client base, and beginning to share our story publicly through social media and press. For a business that often works behind the scenes, it was a big step, but an incredibly powerful one.

Scaling OBSCURE has been about balancing growth with intention—curating the right clients and projects while staying true to our ethos of uncovering what’s unexpected and impactful. In 2025, that scalability and diversification will take center stage, with some exciting announcements coming soon.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

Saying yes. I remember recording a podcast in the early days of OBSCURE, back when it was just a side hustle, and telling the host that yes was my favorite word. At the time, I saw it as a way to embrace every opportunity and possibility. But what I’ve unlearned—or rather, adjusted my action on—is that every no is actually a more powerful yes.

Not every client will be the right fit, not every event is worth the time, and not every opportunity aligns with your vision. Curating your yeses means learning to love the word no and use it appropriately. It’s a lesson I think many industries we operate in could benefit from too.

Contact Info:

• Website: https://theobscure.co
• Instagram: @theobscure.co and @claireuhar
• Linkedin: https://www.linkedin.com/in/claire-uhar-11b665b0/