In-Line Studio is a software development agency based in Burton-on-Trent, specialising in bespoke app development, custom software, automation and AI. Founded by Director Scott-David Jones, the studio works closely with agencies and businesses to modernise legacy systems and build reliable, scalable platforms– but their existing brand wasn’t doing that expertise justice.
In-Line Studio’s existing brand had been put together piece by piece and while the foundations, including their distinctive logo – were sound, the identity felt flat and inconsistent across the website, business cards and social channels. As a growing studio working with agencies and local businesses, In-Line Studio needed a brand that felt as confident and modern as the software they build.
Following a discovery and strategy session with Director Scott-David Jones, Straightforward carried out a considered brand development project – evolving rather than replacing the existing identity. We kept the foundations of the In-Line Studio logo intact while introducing an extended colour palette built around a vibrant Core Green and Pulse Lime, paired with a refined Inter typeface system for stronger hierarchy and readability.
We developed a set of supporting graphic elements – curves, dots and dashes representing “Code & Flow” – to give the brand more visual texture and personality. Everything was documented in a compact brand guidelines document, with practical usage direction so the new toolkit could be applied consistently across digital and print.
The refreshed identity was then rolled out across In-Line Studio’s website design, business cards and social media presence, ensuring a consistent look and feel across every touchpoint.
In-Line Studio now has a brand that feels energetic, flexible and unmistakably theirs – without losing what already worked. The new identity gives the studio a stronger visual toolkit to support their messaging across the website, social media and wider marketing materials, helping them stand out to the agencies and businesses they want to work with.
Shane dived deep into a refreshing rebranding of our image. He took what we had cobbled together and breathed new life into it. We are left wanting more and are looking forward to working with him in the future.
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