The brief
The brief was to develop a brand and an integrated marketing communications (IMC) campaign, grounded in my earlier consumer research. I created INKORY, a stationery brand for creative Gen Z university students who want products that are both practical and beautiful, at a price they can afford.

What I did
I built the brand from the ground up: the name, a friendly ink-drop mascot, the slogan “Write your story,” a colour palette of butter yellow, petal pink, powder blue and deep burgundy, typography, and branded mockups including pens, notebooks, business cards and packaging. I also defined the product and service offering (including Study Starter Packs), the brand positioning against competitors Typo, PNA and Stabilo, and a target audience and persona.

For the campaign, I designed a flyer with a QR code to be handed out personally on campus in the first week of the academic year. Scanning it leads students to the INKORY Instagram page, where following the account unlocks a 10% discount code to use on the brand’s website. I designed the Instagram posts and the website layout, and mapped out the full customer journey from awareness to loyalty. The campaign draws on direct marketing, sales promotion and digital and social media.