Innervoice is an all-inclusive creative production studio in Auburn, California that provides value-driven media resources and solutions for independent creatives and producers, helping them feel creatively empowered in a holistic, nurturing environment.

CASE STUDY / INNERVOICE CREATIVE WONDERLAB

THE GOAL

To gain measurable awareness and new customers in their local and regional market

THE CHALLENGE

To identify, differentiate, and position Innervoice within the right marketplace for the right customers

THE SOLUTION / PROJECT SCOPE

Discovery
Naming
Messaging
Identity (logo & mark, color palette, fonts, style guide)
Web development & design (in progress)
Social media graphics
Signage

BRAND ATTRIBUTES

The project began here by asking lots of direct, focused questions to learn as much as possible about the business—its values, mission, vision, personality, etc. The info gathered was then refined into clear, simple words that encapsulated the core attributes of the business. While all are relevant, the top four are primary.

Value Proposition: Inclusive, holistic creative empowerment that fits your lifestyle and budget.

INCLUSIVE
HOLISTIC
EMPOWERING
CREATIVE
ACCESSIBLE
EDUCATE
CULTIVATE
INDEPENDENT
INNOVATIVE
INSPIRING
PRAGMATIC
GENUINE

CUSTOMER ATTRIBUTES

Next, we researched and developed Innervoice’s audience. While we identified a number of potential customer types, these are three we felt were most on target. So now that we knew who we were speaking to, clarity and cohesiveness could be achieved through specific messaging and design.

Innervoice customer photo

Dave Johnson

Independent Videographer

Attributes

Empowered, craftsmanship, experienced, pragmatic

Background

• Male, 40 year old
• Lives in San Francisco, California
• Freelance videographer, editor ($48—50k /year)
• Engaged; no children

Dave’s Goal

To find a studio that offers the space, equipment, and flexible hours needed to complete professional and personal projects

Innervoice customer photo

Betty Cruz

Independent Filmmaker

Attributes

Holistic, nurturing, storytelling, inspirational

Background

• Female, 29 year old
• Lives in Auburn, California
• Writer, editor, photographer ($25—35k /year)
• Single; no children

Betty’s Goal

To find a holistic space to develop a documentary that offers pro equipment and education on her small budget

Innervoice customer photo

Issac Wilson

Professional Musician

Attributes

Creative, value, inclusive, independent, holistic

Background

• Male, 30 year old
• Lives in Sacramento, California
• Full time musician, part time Uber ($28—32k /year)
• Married; 5 year old daughter

Issac’s Goal

To find an all-inclusive studio to record and market his music and story

*STYLESCAPES

Next, stylescapes were created to establish a visual language for each customer by exploring color, texture, logo concepts, type styles, photography, and messaging that matched each profile’s needs, wants, and pain points.

Because the design and messaging is rooted in real facts (history, values, needs, wants, etc.), not just aesthetics, the outcome is objective, sustainable, and measurably valuable.

*Highly-organized mood boards using found art and original design concepts to establish a visual language and aesthetic preferences. Strictly used for inspiration and internal decision-making only.

LOGO ANATOMY

Once the overall style was locked in, concepting of the logotype and logomark began. Inspiration was drawn from the vast amount of tech equipment owned by Innervoice—cameras, mixing boards, instruments, cables, amps, etc. all became key elements of the final logo form, reinforcing Innervoice’s style and focus.

COLOR

This color palette was chosen to reflect simplicity, unity, and positive energy.

P 446c
P COOL GRAY 9c
P COOL GRAY 3c
P 7459c

FONTS

Headlines, subheads, pullquotes, and body copy are all set in different weights and styles of the same san serif type family, Bai Jamjuree—a Google font which works in both print and digital platforms, creating cohesiveness and flexibility.

It’s character shapes are very balanced and evenly-weighted, which helped inspire and align the logo design, after many, many thumbnail sketches, of course.

IMAGERY

Innervoice is as much a visual studio as a sound studio so imagery plays an especially important role in conveying the look and feel they seek. Using personal, inspirational shots of creative people in action and in grayscale, conveys the simple, clean, organized, tranquil, and zen-like feeling people will have while at Innervoice.

MESSAGING

The messaging also speaks plainly and clearly, expressing that everyone is welcome and can play by their rules to achieve their goals. Head and taglines are always set in large, thin font styles to reiterate friendliness and accessibility.

GRAPHIC ELEMENTS

Used as a compliment to the logo, mark, and photography, an energetic trio of colored lines metaphorically represent movement and clarity and physically represent volume meter levels on sound equipment. They are also used as wayfinding graphics on walls throughout the studio to lead customers to their individual studio spaces.

 

As a sound studio, film and performance space, and promotional and education hub with some of the best and latest equipment, Innervoice is truely a “creative wonderlab” that seeks to help all levels of talent and income levels.