Proud to Present: A striking new brand identity for Intelligent Marketing

A new week and a new brand reveal! We've had a ball working with the lovely Sarah White, who approached us to help her create the brand identity for her new marketing agency. Cautious to avoid the formulaic and forgettable identities that many of her competitors favour, Sarah came to us for something which punched higher and helped her create the right perception from the get-go.

Intelligent Marketing is a new marketing agency created to provide real-world solutions to marketing challenges. Driven by Sarah’s extensive knowledge and experience in working with the B2B market, Intelligent Marketing is able to innovate ideas which have been successfully implemented within the big corporate world to deliver bright new solutions for small to medium sized businesses. Sarah is incredibly practical and down to earth, delivering advice which actually works, without bamboozling her clients with marketing jargon.

Intelligent Marketing may be a one woman band right now, but Sarah has ambitions to be much bigger than that. That means that her brand identity needs to be more than smart; it needs to provide a platform for growth.

The season personality

The two seasons which best represent Intelligent Marketing are Autumn and Winter. Autumn personalities are hardworking, passionate and honest. They’re enthusiastic, sociable and friendly, which make them great personalities to integrate within a team. They are focused, practical and productive.

Winter personalities, meanwhile, are disciplined, driven and expert. Often at the very top of their game, they’re specialist and visionary. Winter personalities love simplicity and will always get the job done with minimal fuss and maximum impact.

The combination of these two seasons creates a brand with substance, strength and vision which is warm enough to feel approachable – without undermining credibility.

The brand

Far more refined than we’ve seen from any of Sarah's competitors, the mood of this brand is unexpected for a marketing business. Being bold and brave enough to do things your own way plays heavily into the Autumn personality trait to be independent – and the Winter characteristic of leading the way.

Simple, minimal and unfussy geometric shapes feel decisive, confident and strong. Big, bold declarative typography feels grounded, effortless and trustworthy. From the authoritative upper case san serif type to the warm and approachable serif typography, there’s a beautiful balance between visionary expert and collaborative partner.

Strong, clean and minimal shapes with plenty of white space around them are balanced with natural or unfinished textures – the slightly crinkled kraft paper bag, the abstract pattern, the combination of textures in the side board. Having certain elements slightly undone makes everything feel more approachable without undermining credibility.

The wonderful thing about brand styling is that it gives us the opportunity to really consider every single element of an identity, creating a really rich brand. We'll explore type, colour, icons, pattern and even images, making sure each and every piece helps to reinforce the right mood for a brand. It's this level of attention to detail that elevates a brand from smart to exceptional, and really puts businesses on the map. Hoorah!