How Un-Usual handles information about you. Last updated 21 October 2026.
1. Who I am
This site and everything sold on it are run by Live Laterally Ltd, trading as Un-Usual. Registered in England and Wales, company number 15077492. Registered office 4th Floor, 14 Museum Place, City Centre, Cardiff, CF10 3BH.
Live Laterally Ltd is the data controller for the information described here. ICO registration number ZB583099.
Contact: brand@un-usual.co.uk · +44 7849 430556
2. What I collect, and when
You email me or book a call. Your name, email address and whatever you tell me about your business. If you book through TidyCal, also the time you chose and any notes you add.
You join Stand Back, my emails on brand. Your name, email address, and when and where you signed up.
You buy a digital product, such as The Camouflage Test or The Brand Stocktake. Your name, email address and country, plus a business name or tax ID if you add one. Stripe takes the payment. I never see your card number. Your email address is used to send your product, its follow-up emails and your Outside-In credit code, and to add you to Stand Back.
You message me on Instagram with a keyword. Your Instagram username, your message, and the reply and link sent back to you.
You buy The Outside-In. Your name, email address and billing details (taken by Stripe), then what you give me in the intake form: your website and other links, your answers about the business, and any files you upload.
We work together on an engagement. Everything above, plus the material you share during the work, notes, correspondence, the client portal and the deliverables themselves.
You visit the site. Your IP address, browser and device type, the pages you looked at and when. This is ordinary server log data, recorded automatically by the host. If you accept analytics cookies, Google Analytics also records how you use the site. I don’t try to identify individual visitors.
3. Why I hold it, and on what basis
- To deliver what you’ve bought, including the follow-up emails and your credit code: performance of a contract.
- To reply to an enquiry or prepare a proposal: legitimate interests, because you contacted me.
- To send Stand Back if you signed up for it: your consent, which you can withdraw at any time.
- To send Stand Back after you’ve bought a product: legitimate interests. It’s mentioned at checkout, every email has an unsubscribe link, and one click stops it.
- To reply to an Instagram message: legitimate interests, because you asked.
- To measure how the site is used: your consent, through the cookie banner.
- To keep invoices and financial records: legal obligation (HMRC).
- To keep a record of past work and decisions: legitimate interests, to run the business and defend any claims.
4. Who else handles it
I’m a one-person business and I use ordinary software to run it. Most of these services act only on my instructions and can’t use your information for their own purposes. Stripe and Gumroad are the exceptions, as noted.
Stripe. Sells my digital products to you on my behalf, as reseller, and takes payment for The Outside-In. For digital products, Stripe also uses your payment and tax details under its own privacy policy.
Gumroad. Takes payment for one separate product, under its own privacy policy.
MailerLite. My email list. Sends Stand Back and the emails that deliver your product.
Make. Passes your name, email address and purchase details from Stripe to MailerLite, and creates your Outside-In credit code.
ManyChat. Sends the automatic replies to Instagram messages.
Tally. The Outside-In intake form and the files you upload to it.
Google Drive. Holds the intake answers and some working documents.
Loom. The recorded walkthrough for The Outside-In.
Notion. The client portal for engagement clients.
TidyCal. Call bookings.
Apple iCloud. Working files, deliverables and correspondence.
Namecheap. Hosts my email.
Netlify. Hosts un-usual.co.uk and keeps standard server logs, including visitor IP addresses.
Google Analytics. Measures how the site is used, only if you accept analytics cookies.
AI tools. See section 5.
5. How AI is used
I use AI tools for my own thinking and drafting.
For The Outside-In, an AI tool does the first pass: it gathers and collates public material about your brand, such as your website and social posts. It doesn’t see your intake answers or the files you upload. The judgement is mine. Nothing reaches you that I haven’t reviewed and finished myself.
I don’t put clients’ own material into AI tools. Where a tool offers the setting, training on what I put in is switched off.
6. How long I keep it
- Material you supply for a piece of work: 12 months after the work closes, then deleted.
- Deliverables and the record of the work: 7 years.
- Invoices, purchase records and other financial records: 7 years (HMRC requirement).
- Enquiries that don’t become work: 12 months.
- Instagram conversations: up to 12 months.
- Stand Back and other email list details: until you unsubscribe, then removed within 30 days.
If you want something gone sooner, ask. Unless I’m legally required to keep it, I’ll delete it.
7. Where it goes
Some of the services above are based outside the UK, mostly in the United States. Where information goes outside the UK, it’s protected by the safeguards UK data protection law requires: an adequacy decision (including the UK–US data bridge for certified companies) or standard contractual clauses with the UK addendum.
8. Cookies
Analytics cookies are only set if you accept them in the cookie banner. Stripe sets cookies it needs at checkout. The cookie policy at un-usual.co.uk/cookies has the details.
9. Your rights
Under UK data protection law you can ask me to:
- show you what I hold about you
- correct anything that’s wrong
- delete it
- restrict or stop what I’m doing with it
- hand it over in a portable format
- stop sending you marketing, which you can also do with the unsubscribe link in any email
Email brand@un-usual.co.uk. I’ll respond within one month, and usually much faster. There’s no charge.
10. Children
This site and what’s sold on it are for businesses and adults. I don’t knowingly collect information from anyone under 18.
11. If you’re not happy
Tell me first and I’ll try to put it right. You also have the right to complain to the Information Commissioner’s Office at ico.org.uk, or on 0303 123 1113.
12. Changes
If this policy changes, the date at the top changes with it. If the change is significant and I hold your details, I’ll tell you.