Inkwell agency naming and branding
Overview
Inkwell is a content marketing agency creating educational content for large corporate clients with a goal to provide genuine help for small to medium business owners. Their existing branding was out of date and were expecting imminent growth, so a complete reimagining of their brand was appropriate, including renaming them from “Box 2 Media” to “Inkwell”.
Concept
The identity is organised around quotation mark device that represents their focus on business owners’ stories. Additionally their new name Inkwell speaks to the high level of care and attention they pay their clients and their projects. And the oval logo mark references established publishers, and lends it a nice literary angle.
Client
Inkwell Agency
Responsibilities
Brand naming
Branding & logo design
Brand guidelines
Year
2020
A focus on stories
The quote marks are used throughout the identity, acting as frames, and visual devices in photos. A typewriter brand pattern was created by taking text from actual interviews with business owners and framing them in the oval brand mark. This helps ground Inkwell as a credible company with real-world knowledge.
Outputs
Assets were created with Inkwell’s specific CMS in mind, incorporating all brand elements. The social media templates were also designed so that they could easily make impactful thumbnails for Inkwell’s case studies and be promoted on social media.
Results
Before the rebrand Inkwell was known as Box 2 Media, an initial stopgap solution designed by the company founders. Since then they have grown in sophistication and the company felt hamstrung by the old branding including the brand name.
This meant that I needed to both reimagine their entire visual profile, and also create an entirely new company name for them. This required several rounds of name generation and vetting, ensuring name safety and availability. In the end, Inkwell stood out as a clear winner.
Inkwell can now approach sponsors and clients with more confidence.
Inkwell’s old logo and brand name