IMI Institute: Branding

Inner Mammal Institute provides resources to help thousands of people build power over their mammalian brain by understanding how it works in the state of nature.

Branding ✱ Graphic Design ✱ Web Design ✱ UX/UI ✱ Web Development

Loretta Breuning, PhD, founder of the Inner Mammal Institute, featured against a backdrop of the African savanna. This setting became an inspiration for a new brand's color palette choice, drawing from humanity's cradle and a realm of untamed wildlife, serving as a vivid reminder of our origins and primal instincts.

01. The Challenge

The Inner Mammal Institute, led by Loretta Breuning, needed a transformative update. Their goal: a refreshed visual identity and a revamped, expansive website. The challenge was to resonate with their evolving audience while staying true to their mission of empowering people to understand and manage their primal mammalian instincts.

02. What We've Done

Our journey began with a deep dive into the Institute's ethos. Through comprehensive brand interviews with Loretta and insightful interactions with the Institute's students, we crafted a unique vision.
The new logo encapsulates the essence of human primal nature, symbolizing our inherent mammalian traits and our capacity to master them. The color palette, inspired by the African savanna - humanity's cradle and a realm of untamed wildlife - serves as a vivid reminder of our origins and primal instincts.

Website overhaul included:

  • Analyzing the existing 100+ page website.
  • Crafting a new user flow.
  • Redesigning the site architecture for optimized performance.
  • Creating and implementing a custom WordPress theme.
  • Designing and developing over 30 custom web pages.
  • Migrating and optimizing content for 70 existing pages.
03. The Result

The outcome was a comprehensive brandbook brimming with over 50 ready-to-use visual assets and social media templates. The new website is not only fully optimized and responsive but also deeply resonates with the client's vision.
The response was phenomenal. Students and users alike lauded the upgraded experience, noting its significant improvement.

After our initial project with the Inner Mammal Institute was successfully completed, we continued our collaboration with Loretta Breuning on a variety of new initiatives. This partnership expansion included organizing a podcast tour, assisting in the development and rollout of a new online course, and engaging in email marketing and website maintenance. Our ongoing involvement showcases a blend of creativity and technical expertise, catering to the diverse and evolving needs of the Institute.

"I was very pleased with the re-branding and redesign of my complex 100+ pages website. Victoria and the team were very responsive to my needs, and the final product is better than I could have imagined. I highly recommend Infokus services and welcome direct inquiries".

Loretta Breuning, Phd
Founder of Inner Mammal Institute

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