Project Overview

Ink & Embers is a fictional boutique publishing studio dedicated to helping indie fiction authors bring their stories to life through professional publishing support and creative guidance.

The goal of this project was to create a visual identity that balanced creativity and professionalism. The brand needed to feel warm, imaginative, and welcoming while maintaining the trust and credibility expected from a publishing service. The final identity was designed to appeal to indie fictional authors seeking creative support without leaning too heavily into whimsical or fantasy-inspired aesthetics.

The Brief

The brief stated the brand’s visual direction should balance handcrafted with editorial professionalism. It also specified a colour palette of charcoal, burnt orange and cream, alongside inspiration drawn from well-loved books, ink on paper, glowing embers, creative studios, storytelling, and the publishing journey.

Together, these references suggested a brand that should feel creative and welcoming without sacrificing trust and professionalism - an important balance for a publishing studio working with independent authors.

Brand Direction

One of the biggest challenges during the early stages of the project was balancing my perception of what a professional brand should look like with the creative atmosphere described in the brief. Initially, I attempted to explore more contemporary approaches, but they felt disconnected from the warmth and imagination I wanted the brand to communicate.

Instead, I found myself repeatedly drawn to Victorian-era printing and publishing aesthetics. Traditional printing presses, ornate signage, and handcrafted typography reflected the themes of storytelling, literary craftsmanship, and creation that sat at the heart of the project.

This direction also offered a way to introduce a sense of magic and wonder without becoming overly whimsical or childish, helping the brand feel both imaginative and professional.

Visual Exploration

Rather than searching for a direction from scratch, I already had a strong sense of the atmosphere I wanted the brand to capture. The exploration phase focused on gathering imagery, typography, textures, and visual references that aligned with that feeling.

The moodboard drew inspiration from historic publishing materials, decorative typography, aged paper, ink, and dark academia-inspired interiors. As these references came together, recurring themes of literary craftsmanship, warmth, creativity and storytelling began to emerge.

This stage helped confirm that the Victorian-inspired direction aligned with both the project’s goals and the emotional tone described in the brief.

Identity Development

Typography

I settled on ‘Adorn Serif’ as the primary display typeface for its historic character and subtle imperfections, which evoke traditional printing methods and handcrafted books. It was paired with ‘Adorn Coronet’ as an elegant accent font, and ‘Lora’ for body text, creating a balance between personality and readability.

The supporting elements and ornamentation were one of the hardest aspects to establish. The decorative flourishes were a no-brainer, as they reinforce the elegance and professionalism, with a hint of whimsy. My mind also kept returning to a compass-inspired motif, because I see the compass as a symbol of storytelling, discovery, and guidance. Together, these elements help reflect the studio’s role in helping authors navigate the publishing journey.