Tasked with reshaping the INPHANTRY brand to invite more permanent installation work, I worked with the creative team to gather inspiration, probe the ethos of the target audience, visually build the brand identity, and develop our portfolio. From the outset we had in mind to target the high end of the market, to establish our new identity as a bespoke service for brands to elevate their customer experience and the way in which customers interact with their products and their brand. A dark, elegant gold-tinged style quickly emerged, infused with a calligraphic mark (an admitted specialty of mine) to underscore the emphasis on craftsmanship, and to instill a sense of intrinsic value in the work itself.

For the INPHANTRY brand, the pseudo-militaristic style had become outmoded as the company grew and matured, so we explored visual directions which spoke to a clean, modern, light aesthetic to counterbalance the rich dark tones of Showroom. Eventually we settled on the simple split “I” mark with the hint of an “N” crossbar as a simple, bold, modern look with which to take the brand into the future.