Inscribe | From mood board to brand identity


I am excited to introduce to you one of the most exciting projects I have been working on this year. Recently I was approached to work with a new business on their logo and identity. The consultancy titled, Inscribe. From beginning to end (although there will be more to come for this wonderful new brand), I would love to share my process with you. Although I am no expert on the “correct”  or most affective way of working (as this differs from each individual), I hope that others can learn and take away inspiration from this post.

Ruth, the founder of Inscribe wanted to create a ‘bold and beautiful’ brand aesthetic that appealed to both the fashion market in Europe as well as her home continent, Africa. The consultancy aims to create bespoke content for its clients, so the brand itself appeals to the innovative and creative. After getting to know Ruth over tea, I took notes and we started to collect imagery.

For me visuals are everything. Imagery is used from the start of a project to inspire or spark an idea, in addition to making sure yourself and the client have the same vision. For example the word ‘beautiful’ can mean an array of things to many different people. For Inscribe we collaborated on a Pinterest board to pull each of our own sources of inspiration. Later I used our favourite images, and pulled out key colours to create the above mood board. You can see that we were influenced by ‘jewel’-like colours, high end fashion brands, and a mix of sans serif, and classical didot style typefaces.



Putting pen to paper. Going old school can help to create quick visuals, which can be altered, re-drawn ands developed further before even staring at a computer screen. This way it is a lot simpler to sort the great ideas from the bad without giving yourself a migraine upon Illustrator. The drawing do not have to be framable works of art, instead set your imagination free and doodle anything that comes to mind. The idea is what’s important at this stage.


Once I have selected my favourite ideas, I start to recreate them upon Adobe Illustrator. Ofter in several versions these initial ideas were sent off to Ruth to select which worked for her brand. After several emails we consolidated our favourites and worked to improve upon them until a final logo was approved. Above are just a few of my favourites from these logos that influenced the final design.



One of the tools I found useful on this project was Adobe Kuler. When selecting colours for a brands pallet once again imagery comes in handy. Within an image you can already see a pallet that is working together to give a particular mood. Adobe Kuler allows you pick out the colours from an uploaded image and then you are free to play around to make the selection more vivid, muted and more. It is best to try and narrow your selection to three key colours as more can become overwhelming.

Another tool here that is effective is to refer back to the mood board and select colours from those images as your colour pallet. For this project there were so many colours we both liked but wanted to stick with creating a ‘bold’ look while still with a luxurious appeal.



Finally we worked together to create the typography options and business cards for Inscribe. We stuck with one of the fonts used in the logo as our sub-heading font (Lovelo) which has a bold modern feel and mixed it with that classic Didot font that we loved from the beginning. The body font was picked for its easy readability, as most content will be online.

In a similar way to the logo design, I created many options for the business cards for Ruth to select from. These are a selection of my favourites from this process.

Inscribe is a brand new consultancy and there will be plenty more to come! I look forward to sharing what we have in store.



  1. Giulia Pratico