Client
Innovoke
Year
2023-24
Scope of Work
Branding, Website, Social, Photography
Location
NYC
Innovoke is a New York based streetwear e-retailer, launched in 2020. Founder Matt Morrison came to me in need of brand development and a website upgrade.The business really needed to improve the communication of the brand name, logo and tagline as these elements were acknowledged as being confusing - but must remain as they were already printed on the full product line.
Following this, there was a need for social media and event support to kick off marketing activity.
I enabled the brand to relaunch on Instagram with a clearer message and greater brand appeal. After creating an aspirational brand targeted properly, I consistently communicated its essence through a large number of assets. Additionally, I designed a new modernised, SEO-optimised website to facilitate the brand's online sales.
Analysed competitors, market trends and target user groups. I also carried out extensive SEO research to understand the market need, and then inform website and social content moving forward.
Taking my research and the existing brand elements, I developed brand values:
Collaborate
Collective hype
Dare
Fear over comfort
Self-love
Fuel your tank first
Energise
Channel your catalyst
Be Original
Be real, be you
Innovate
Create, explore
I took the new values, company goals, and explored visual keywords to connect with the target personas. From these keywords I created a colour palette, chose the brand typography and developed a series of brand patterns/graphics.
I also defined the photography style during this process - taking inspiration specifically from the 'retro' / throwback aspect of the brand.
I defined a tone of voice, brand personality, and sample messaging too - which enabled me to create content for the website and social media.
Once the brand guide was complete, I took my persona research, and company goals, and carried out a 'Card Sorting' session. This helped me construct the information architecture, and then structure each page. I started with thumbnail sketches and then moved to Figma, and into Webflow. I occasionally used Relume components to speed up the process. I used my brand guidelines and SEO research, alongside founder interviews, to inform my copy writing for the site.
Pinterest (and similar sites)
Adobe Indesign
Illustrator
Photoshop
InDesign
Lightroom
Figma
Webflow
Relume
UberSuggest
Canon 6D Mark 2
35mm Sigma lens
Premiere Pro
iPhone 13 Pro