Client
Ingrid & Co
Services
Brand Strategy
Graphic Design
Digital Design
Print Design
Year
2024
Client Brief
Ingrid & Co was founded by Ingrid — a dynamic entrepreneur, devoted wife, and mum — whose mission is to empower families and individuals to achieve financial freedom. Through her alignment with ACN and years of experience in network marketing, Ingrid has built a business grounded in connection, credibility, and community.
The brand needed an identity that reflected her dual focus: helping families and small businesses save on essential services, while mentoring others to build income and financial independence. The goal was to create a professional yet approachable brand that communicates empowerment, connection, and modern-day ambition.
Challenges
The main challenge was creating a brand identity that could authentically represent both sides of Ingrid’s mission — the practical and the aspirational. The design needed to appeal to a diverse audience of families, small business owners, and entrepreneurial individuals, while maintaining professionalism and credibility within the financial and network marketing space.
Balancing warmth with authority, and modern energy with timeless trust, was essential. The brand also needed to visually distinguish itself from the typical corporate aesthetic often seen in the industry, positioning Ingrid & Co as human-centred and community-driven.
Design Approach
The design approach focused on encapsulating strength, inclusivity, and empowerment through modern yet relatable design elements.
Brand Mark: The custom logotype uses a slab serif typeface — a contemporary take on a traditional serif — chosen for its balance of strength and approachability. The bold structure conveys trust and resilience, while soft curves maintain warmth and connection.
Colour Palette: A distinctive gradient blend of seafoam green, violet, navy, and sandstone was developed to symbolise energy, growth, and balance. Each colour carries meaning — seafoam for calm, violet for ambition, navy for reliability, and sandstone for human warmth. Together, they create a sense of modern dynamism and unity.
Typography: Supporting typefaces reinforce accessibility and confidence, ensuring the brand remains both professional and personable across all touchpoints.
Outcome
The final identity for Ingrid & Co presents a confident, contemporary, and deeply human brand. It successfully communicates Ingrid’s story rooted in family, connection, and the pursuit of financial freedom. Visually, the combination of strong typographic foundations and a vibrant gradient system creates a memorable and flexible identity adaptable across print, digital, and social platforms.
Ingrid & Co now stands as a beacon of empowerment and integrity — a brand that connects people not just to services, but to opportunities, community, and a brighter financial future.
