BRAND WITH INTENTION SO YOUR BUSINESS CAN DARE TO DISRUPT.
We help founders of lifestyle-driven product companies build valuable disruptive brands following my 5-step D.R.I.V.E. Process.
BAD BRANDING DOESN’T JUST de-value your company, IT’S COSTING YOU BUSINESS
You struggle to clearly explain what problem you solve for customers
You find it difficult to charge premium prices
You feel stuck and unsure how to move the business forward
You don’t feel confident promoting your product
It’s difficult to attract the right customers who value your service
Your business doesn’t look professional where it should
In a world of digital noise, at I&EG we believe in branding with intention.
We help Founders brand with a plan that’s designed to help your business grow. How? By unearthing what’s costing you and laying a strong, strategic foundation that clearly positions you in your market so your brand can DARE TO DISRUPT.
THE I&EG APPROACH
With nearly two decades of industry experience behind us, Kal and the I&EG team sit at the top of the field when it comes to strategy, logo design, and brand identity.
Forged initially by hand, every brand we create is crafted with your purpose, people, and positioning in mind — giving your business not only a human-centric visual identity, but a foundation and personality that is uniquely yours.
Drawing inspiration from styles that have stood the test of time, we’ve branded lifestyle businesses of all shapes and sizes, from food and beverage, to sport, fashion and beyond. Because building a brand isn’t just designing a logo, it’s about understanding your goals, creating a plan, and laying the foundation that gives your business the growth and results it deserves.
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"The final delivery was the outcome of great collaboration, openness to ideas and excellent communication."
Working with Kal was awesome. The final delivery was the outcome of great collaboration, openness to ideas and excellent communication. He was enthusiastic throughout the project and we'll definitely be returning to him for more work soon. After working with a few designers, it's great to work with someone that you know you can rely on and develop an ongoing working relationship with. Highly recommend.
– Tony Corrales, NōSkin Clothing
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"IF YOU'RE ON THE FENCE ABOUT WORKING WITH KAL, DEFINITELY DO IT!"
Wow! We started working with Kal for our brand identity at the beginning of our journey, and we're so glad we did. The process was much more in-depth than expected, covering our unique values as a brand, analysis of competitors and who we're reaching out to. We've learned a lot about ourselves, our industry and the process of graphic design as a whole. We ended up with a beautiful representation of who we are, developed from the visual styles that influenced us. If you're on the fence about working with Kal, definitely do it!
– Benjamin Marks, Partizan Grappling Academy
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"There are designers, and then there's Kal from I&EG!"
From the first Instagram Story I saw of Kal explaining his process of how he works, I was in. The level of care and attention Kal puts into everything he does is second to none. It's not just that he's a great designer, he's also really good at pulling out the essence of your brand and has a way to mix his art with words that just makes your brand stand out. When Kal handed me the final brand design for my company I was blown away. It was just that good. If you're lucky enough to get Kal to work on your brand, do it. Without any hesitation he is one of the best designers I've ever had the pleasure of working with. And I've worked with a few!
– Mark Leruste, StoryCast®
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"Simply put, one of the best graphic designers I’ve ever worked with in 20+ years of business."
Kal of Ink & Elbow Grease is, simply put, one of the best graphic artist / logo designers I’ve ever worked with in 20+ years of business. In addition to the utmost professionalism, Kal flawlessly creates timeless designs that really bring out what his clients have in mind. I cannot recommend him enough.
– Ryan Van Tuyl, Rhino Music
OUR D.R.I.V.E. BRANDING PROCESS.
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THE BRAND STRATEGY
Whether you’ve been around the block or just the new kid in town, we work with purpose-driven Founders to help them get to the core of what makes their lifestyle brand unique and unearth the best way to position them to stand-out and disrupt their market.Our Brand Strategy Workshop covers:
• BRAND FOUNDATION - Discover, understand & gain clarity on your brand:
Company Story, Purpose, Vision and Mission• BRAND POSITIONING - Unearth your corner of the market:
Target Audience Persona, Competitor Analysis and Brand Positioning Map• BRAND ATTRIBUTES - Develop how you show up to your audience:
Brand Values, Brand Touch Points, Look & Feel and World-Building Narrative• BRAND MESSAGING - Define how you speak to your people:
Brand Voice and Messaging Pillars -
THE CONCEPT WORKSHOP
With clarity around your foundation, we’ll put together a roadmap defining how to apply our strategy to your brands visual identity.
Our concept workshop covers:• THE COLLABORATIVE MOODBOARD SESSION
A core part of our workshop where we explore imagery against our strategy to define the best visual direction to take into our IGNITE our concepts.• THE STYLEBOARD
A refinement of our moodboarding session, this board showcases our agreed upon visual direction to ensure we’re both on the same page prior to starting the design concepts.
• THE CREATIVE BRIEG
A targeted brief outlining the core parts of our brand strategy and how we’re going to apply that to the brands visual direction outlined in the styleboard. -
LOGO & IDENTITY CONCEPT DEVELOPMENT
With a strategy and creative direction now at your foundation, we specialise in building visuals that dare to disrupt. How? By developing a distinct, personality-driven identity that is targeted using our strategy to engage your audience and grow your brand recognition.Our Concept Development covers:
• A single proposed logo & identity concept based on our brand strategy and approved concept direction
• A comprehensive brand presentation covering the proposed concept and how it applies to your brand
• A Feebback meeting to discuss any thoughts, questions or revisions before the final art is created
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FINALIZE VISUALS & OUTPUT IDENTITY
• LOGO DESIGN SYSTEM
From thinking to inking, our bespoke responsive logo systems are collaboratively designed with you to give your brand both the personality to stand out as well as the versatility to use across a wide-range of touchpoints for years to come.• VISUAL IDENTITY SYSTEM
Although the logo is the poster-boy of branding, developing a cohesive identity system consisting of brand assets such as icons, illustrations, patterns, fonts, colours and more, each count towards ensuring that your identity aligns with our strategy and stands out from the competition in the strongest, most effective way possible. -
BRAND GUIDELINES & IMPLEMENTATION
Once the strategy and logo system is complete, we move to the usage and implementation. This involves us developing you a guide for effectively using your new branding as well as rolling out the different touchpoints.
Our Implementation covers:
• BRAND GUIDELINES
Our guidelines documents are developed with care to showcase both your brand overview (mission, values, target persona from our strategy) along with a comprehensive usage guide that implements everything from your logo system, colour, typography, brand imagery and more. This is your bible to effectively using your new identity and is essential for maintaining a consistent and cohesive identity moving forward.• BRAND ROLLOUT MEETING
Based on your given touchpoints determined by our strategy, we’re now equipped to create a selection of both digital and print-based media to extend your new brand presence across all products, services, advertising and marketing materials required to engage with your intended audience and grow the loyal fan base needed to grow your business.
BRANDING IS tough, but getting it right will MAKE the difference in your business. ARE YOU READY TO BE IMPOSSIBLE TO IGNORE?
