Brand ID, Digital Design
InTune is committed to empowering future leaders, giving them the guidance they need to tap into a better version of themselves. The company seeks to shock people out of a sense of inertia they may have settled into. InTune provides a safe environment for an imperfect and uncomfortable growth journey, giving an ‘edge’ to people working in industries that may otherwise feel ‘safe’, such as law or higher education.
With the mission of helping people realise that many of us (even those not belonging to the C-Suite of organisations) are leading in some form already, InTune breaks the old fashioned stigma attached to coaching. They requested a website that would reflect their industry-shaking mission, with a review of their existing copy and a flexible web-built that could grow with their company.
The brand persona was designed to reflect this ethos of disrupting the status quo. Cutting through the jargon associated with the industry and taking a sympathetic position, the persona is encouraging and reliable. To stand out from the crowd, we introduced a pinch of rebellion to the brand, acknowledging the brand’s message to its clients: act boldly and step into the unknown without hesitation.
The updated visual language is defined by striking geometric shapes which interact with one another in surprising ways, communicating and intersecting the space to form infographics and frames for testimonials.
A weighty modernist sans serif typography was selected to capture the heroic aspect of InTune’s personality, lending the copy a visual strength to reflect the new tone of voice that was implemented throughout the web copy.
For statements and pull-out quotes, dynamic type lock-ups have been created, bringing a sense of excitement and movement into the words, pulling out the key concepts in vibrant hues of orange and yellow in order to emphasise the energy of InTune’s work.