Case Study
Inc. Masters
Marketing a community for America’s top entrepreneurs
The Challenge
Since 1979, Inc. has championed successful entrepreneurs and their teams though conferences, events, and editorial coverage. Now, Inc. wanted to provide this community with an online platform to share their own experiences, support one another, and create meaningful connections.
Our Solutions
Web Design
Branding & Identity
Logo Design
Emails
Print Ads
Strategy
An Exclusive Experience
Our initial project for Inc. Masters involved designing a sales landing page and community homepage. But this is a program targeted to C-level executives of award-winning, Inc.-recognized companies — not the general public. We needed to underscore exclusivity at every touchpoint, and to do so required a brand as prestigious as its members.
For that reason, the scope of the project evolved to include creating a clear visual identity, from logo to art direction, for every web and marketing application.
Strategy
Logo Design
As a subprogram, the Inc. Masters logo needed to integrate with the established Inc. brand while remaining recognizable and distinct. Starting with the “I” from the Inc. logo, an elegant use of negative space transforms the symbol into a monogram. A touch of gold acknowledges the prestige of its award-winning members.
Branding
Rounding out the logo is a set of polished branding elements, including textures and custom patterns, fonts, and stylized image treatments. Together, these elements quickly formed the brand foundation to launch this new, exclusive membership community of business leaders.
Engaging Interaction
To communicate the top-tier membership experience of Inc. Masters, the landing page favored bold imagery while using minimal copy. Advanced animation helps excite users, increase perceived value, and deliver a memorable message.
Print Advertising
A series of ads in Inc. magazine introduced the new member society in their annual special issue, the Inc. 5000. Bold branding elements, minimal copy, and a simple call to action spark curiosity and drive the audience to the landing page.
Keeping Members Connected
The new branding carried through every touchpoint: the community newsletter, community forum, and networking event promotions.
“Brightwell can solve any business challenge with great design and integrity.”
“Over the last six years, our collaborations have included everything from small Facebook ad campaigns to the creation of a fully integrated eCommerce platform, with more than a few direct mail and renewal packages in between. Brightwell’s ability to produce clean creative that honors the Mansueto brands, often under tight deadlines and even tighter budgets, has made them an indispensable resource, trusted advisor and genuine partner.”
A. M. O’keefe
Consumer Marketing Director
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