INK'D Greetings

Brand Design | Visual Design

Client:

INK'D

Role:

Brand designer

Tools: 

Figma suite, Adobe Illustrator

Duration:

July 2023

Company:

Vincit USA

Minimum Viable Brand Creation

3 x logos

1 x brand workshop

1 x MVB

The project

My task was to create a Minimum Viable Brand for the new greeting card startup, INK’D. What INK’D needed was a brand that was bright, inviting and portrays the personality of the company they’re creating.

Disrupting the greeting industry

INK’D is a new startup looking to disrupt the greeting card industry in the U.S.A. Instead of having a usually quite sizable floor area of a shop devoted to greeting cards, why not have a kiosk that gives you a virtually unlimited selection of cards, is smaller than a photo booth and prints cards there and then, also allowing you to write a custom message inside your card.

MVB Workshop

To make sure that the brand had a solid foundation and that all involved were on the same page, I facilitated a workshop to help establish INK’D’s Minimum Viable Brand.

The work shop established:

- A framework for the brand identity 
- Why INK’D was created 
- Who is the key audience
- Brand values
- Brand personality 
- Where the company wants to position itself in the market 
- Where the brand will be visible 
- Future brand structure 

Brand personality matrix

Positioning of brand and company

The Brand

Newly establish brand values 

Logos

Colour

Colour is clear attribute that would be portray the brands personality.

Fonts

Wow! You made it to the bottom of the page, I think by law that means we must go for a beer. Send me an electronic mail and we can start the beginning of beautiful relationship!

© Matthew Scanlan 2025