To evolve Instinct PR’s brand and digital presence into a confident, editorial identity that reflects their reputation as a modern, connected, and results-driven PR agency. The existing site and colour palette felt dated and lacked the polish of Instinct’s client portfolio. My goal was to bridge that gap with a refined, intuitive design that supports lead generation and long-term SEO growth.
I partnered with Instinct to deliver a complete brand refresh and website redesign that brought clarity, confidence, and cohesion to every touchpoint. The refreshed logo became a key part of this evolution — a refined reinterpretation of the original mark featuring bolder, curvier forms and unified ligatures that give it a distinctive, forward-leaning energy. The italicised, forward axis gives the logo a sense of movement and drive, capturing the agency’s proactive, instinct-led nature. By refining proportions and tightening the letter spacing, I created a version that feels both edgier and more premium, perfectly suited to Instinct’s next chapter.
The wider identity introduced a natural yet contemporary colour palette (Charcoal, Stone Taupe, and Pine) and a strong typographic pairing of Gloock and Open Sans, striking a balance between editorial confidence and approachability.
As part of the rollout, I also developed a fully branded PowerPoint and deck template system, enabling the Instinct team to present campaigns and pitches with visual consistency and impact. The result is a cohesive toolkit that balances creativity with credibility, reflecting the agency’s mass-premium positioning.
Conceptually, the website was designed to embody the meaning behind the name “Instinct.” The homepage hero invites users to instinctively scroll, revealing the rest of the site through subtle animation and smooth motion. This interaction became a creative metaphor for the brand — confident, natural, and forward-moving.
The Framer-built website was structured around large-scale imagery, strong headlines, and case studies to achieve a modern editorial feel, highlighting Instinct’s work and high-profile client list. Motion and micro-animations were introduced to give the site energy and depth while maintaining accessibility and simplicity.
SEO was a key priority throughout. I implemented direct URL mapping, metadata optimisation, and redirects to retain existing visibility and ensure a seamless domain transition. The site is fully responsive, CMS-integrated, and designed to support continuous content growth.
The result is a refined, instinct-driven digital identity — confident in tone, intuitive in navigation, and purpose-built to attract new business while reflecting the creative strength and credibility of the agency.
