About
Putting Business owners’ stories centre stage with inkwell agency
Inkwell is a content marketing agency creating educational content for large corporate clients with a goal to genuinely help small to medium business owners.
Client
Responsibilities
Naming
Brand design
Logo design
Web design & build
Social templates
Brand guidelines
Core identity
Inkwell needed to establish themselves as a more credible and creative brand with a clear focus on the people behind the businesses they write for. Therefore I used portrait photography as a central focus for this brand, I also included the business owners’ actual stories in secondary elements.
Logo
The logo is designed to evoke a literary angle which helps solidify their credibility. This is also reflected in the colour palette.
Stories
All the separate brand elements, the portraits, the stories, quote marks, the oval shape, come together easily and help convey Inkwell as a credible but creative company. Additionally I created illustrations for their services in order to create distinction between them.
Website & social media
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.
Physical materials
Concepts for business cards and canvas bags.
Process
The challenge
Before the rebrand Inkwell was known as Box 2 Media, an initial stopgap solution designed by the company founders that had ended up becoming permanent. Since then they have grown in sophistication and the company felt hamstrung by their old branding and brand name.
The challenge then was to not only reimagine their entire visual profile but first creating their new company name.
Old logo and brand name
Brand name generation
Brand name vetting
Brand name generation
The name generation was guided by their brand values and tone of voice, we ended up with 140 possible names that went through a rigorous vetting process where their intrinsic meaning/feel was weighed up against domain availability, cultural sensitivity and compitition.
Names generated
Vetted names
Brand name
Results
The Inkwell brand felt instantly familiar the second we saw it. It’s creative but professional and does a great job of communicating our focus on small businesses.
We’ve had some amazing feedback on the brand and the new name already, from both clients and peers.”
Kat, Inkwell