The Brand Identity

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Inkwell is a curated selection of prints, with all profits going to the Australian Bushfire Appeal

Inkwell is a curated selection of prints, donated by a diverse pool of artists and designers such as Prudence Flint, Charlotte Alldis and Will Neill. All profits are kindly donated to a carefully selected number of charities, with funds currently going to the Australian Bushfire Appeal. The project is completely run on volunteer time, so no income from purchases is lost to admin fees or paychecks.

Melbourne-based designer Gemma Mahoney joined Inkwell as Creative Director close to their initial inception. She was tasked with creating a characterful identity for the project, which at the time was no more than a name and basic concept.

The resulting identity strikes a balance between quirk and simplicity. By choosing a black and white palette, the artworks do all talking, while the custom-drawn, fountain pen-inspired wordmark gives the project a voice and personality of its own. Inkwell will refresh their selection of art and chosen cause on a quarterly basis, and the typography, aside from the wordmark, will change to reflect that.

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