Inside Out
Creating a Brand Identity That Reflects the Way a Business Thinks
Express
The Challenge
Inside Out was built on a simple belief: the most effective communication starts from within. Before telling a story to the world, a business needs clarity on who it is and what it stands for.
That meant the brand couldn’t just look professional. It had to think like the business - professional, approachable, and adaptable everywhere it showed up. The challenge wasn’t designing a logo. It was designing an identity that expressed the philosophy behind the business.
Discovery
We started with the thinking, not the visuals - purpose, values, audience, tone, ambitions, and the practical realities of where the brand would need to work, digitally and in print. This gave us a clear direction before a single concept was sketched.
Research & Strategy
We looked at how communications consultancies and professional service brands show up - not to follow the pack, but to understand what “confident and timeless” actually looks like in that world.
The brand needed to hold two things at once: professionalism and personality. Every decision was tested against one question:
Does this reinforce the idea behind the business?
“Working with Julia at TWO30 was an absolute pleasure from start to finish.
She has a rare and invaluable combination of creative design talent paired with real marketing insight.
Julia took the time to ask the right questions to understand both my vision and what people would respond to. Her process really encouraged me to think deeply about my business in ways I hadn't before, which made the whole experience not only about great design but also about gaining real clarity on my brand. The result is work that feels both beautiful and strategically on point. I couldn't recommend Julia highly enough!”
Rachel Roberts, Inside Out
Creative Development
The final direction centred on a simple framing device - a visual nod to the relationship between internal and external. Not decoration. A quiet, deliberate expression of the philosophy the whole business is built on: that real communication starts from the inside out.
Design & Delivery
TWO30 built a full, flexible identity system - not a standalone logo:
Primary logo & secondary variations
Brand mark & typography system
Colour palette
Business stationery
Social media assets
Document templates
Brand usage guidelines
Built to stay clear and recognisable wherever it shows up - a pitch deck, a business card, a social post.
The Outcome
Inside Out launched with a brand that felt as considered as the thinking behind it — a visualsystem built to support the consultancy as it grows, not just a mark to put on a website.
Why It Matters
A visual identity should do more than make a business look professional. It should communicate what the business believes. For Inside Out, the brand became a visual expression of its own philosophy - proof, before a word is spoken, that the strongest communication starts by understanding what’s underneath.
Services Provided
Brand Discovery · Brand Strategy · Brand Identity · Logo Design · Visual Identity System · Creative Direction · Typography Selection · Colour Strategy · Brand Guidelines · Print & Digital Asset Design
Client: Inside Out Communications Consultancy
Proof, not promises. Ready to see what TWO30 could uncover for you?
Proof, not promises. Ready to see what TWO30 could uncover for you?
