inquirED B2B Product Branding

What I did

• Led product brand strategy and identity development for a new B2B offering, from positioning through launch-ready assets.
• Developed the Inkwell name to signal both literacy and social studies while staying tied to inquirED and our flagship social studies product.
• Defined what stayed consistent with the parent brand and what intentionally diverged to create distinction at the product level, and developed brand architecture and documentation to support implementation across the organization.
• Designed a product-level visual system, logo, color palette, textures, and layout principles, optimized for product marketing, sales, and content.
• Art directed the creation of custom textures and illustrations, working closely with an in-house designer.

Name & logo

"Inkwell" references both history and the act of writing, and literacy more broadly. Its sans serif wordmark keeps it modern and approachable, ties back to the parent brand, and stays simple enough to feel accessible for elementary students.

Visual system

Literacy and social studies work together as a single experience, giving the product coherence, depth, and purpose. That integration between the two subjects is a recurring theme throughout the branding.

Textures

The visual system mirrors the concept of integration itself: layered textures, connected illustrations, and color progression all suggest accumulation, depth, and coherence. A series of ink-inspired textures are used throughout the entire system.

Applied system

Color, type, and texture principles form a system that works everywhere, keeping the brand consistent and adaptable across print, digital, and marketing materials.

Illustration

Custom, in-house illustrations carry the textures into a playful setting and are used across product, customer experience, and marketing.