In 2018, INK repositioned itself as a communications partner for B2B tech companies; we needed to revamp our messaging and visual identity to better resonate with our ideal prospective clients. As INK’s interactive designer, I led the project to refine our brand and design a new marketing website.
We needed to update our visual identity, but instead of totally rebranding, I focused on refining our existing brand elements to be more reflective of our new focus on B2B tech communications.
I led a brainstorm with the design team and our company leadership to explore how we could visually capture our new positioning statement, “Moving Brands Beyond Business as Usual” in a way that felt unique and consistent with INK’s values. The activity revealed that we wanted the visual metaphor to relate to nature in some way.
I illustrated the final design using our new tonal color palette, our geometric pattern, and a subtle texture overlay to customize the aesthetic.
To build upon the concept further, I created illustrations to visually describe each of our services. I had a lot of fun thinking of creative ideas for each metaphor.
We partnered with a UX agency to inform our strategy with research into our prospective clients' needs.
Their brand of user experience design, “prospect design,” focused on ensuring that each of our users – B2B marketers and potential INK clients – would find the information they needed exactly when and where they would need it as they navigated the website.
Our partnership resulted in a research-backed foundation for the site upon which we could creatively explore how our brand and voice would come through visually.
It was INK's first time working with a developer and our inexperience showed. Luckily, we were reflective enough to adapt our process as we went, improving the way we communicated and delivered two-way feedback.
We added in a lot of fun functionality to the site, especially on the About Us page, which we wanted to reflect our company culture and each employee's personality outside of work.