Ines Calloway: think it through.

Author and keynote speaker on decision-making. Speaker brands default to a headshot, a script signature and gold. They look like coaches. Ines Calloway sells rigour, so her brand looks like the thing that proves it: a well-made book. Organisers should read her as an author before they meet her.

Project: Self-initiated
Sector: Speaker and author
Market: Chicago, US
Brand book: 62 pages

Ines Calloway is a fictional brand we created to show our complete process. The market research is real; no client, results or testimonials are implied. Scenes like the one above are concept applications of the final logo files, not photographs of real placements.

The brief

Positioning before pixels.

For leaders who make high-stakes calls, Ines Calloway is the decision-making author and speaker who teaches people to think it through, because good decisions are learnable.

Tagline: Think it through.

The idea

An author's name on a book jacket: clear, stacked, credible.

Ines Calloway graphic language page — Graphic language, from the brand book

Creative directions

6 directions, one choice.

After research and strategy, we explored 6 distinct directions as concept boards. The chosen direction was then redrawn by hand as a precise vector system. Shown: the chosen direction and three alternatives.