Antoinette Oglethorpe

Antoinette Oglethorpe


Antoinette had been in business for five years when she approached us to create a brochure for her. She had a book coming out in six weeks and her profile was about to rocket. But Antoinette has a lot of disparate assets, so we soon realised her lack of cohesion was a bigger problem.


In her own words: “We came across InnerVisions ID through recommendation and their work with other entrepreneurs has been an inspiration.

From the very first meeting, we knew we’d made the right choice. Their founder, Sapna Pieroux, exuded creativity and confidence.  More importantly, she “got” us and the value we provide our clients. 

Sapna carried out an invaluable Brand Assessment – it concluded that our collateral lacked consistency and strategy and needed to be more pulled together to better represent the company (and me!)

It was clear we needed more than just a new brochure. We needed a completely new brand identity that could be applied consistently across everything we do. A rebrand would help communicate the new focus and ambitions for the company.


VISION process: For the rebrand, Sapna led us through the thought-provoking VISION Process. This provided an opportunity for self-reflection, asking questions of who we are, who we help, how we’re different where we want to go.


Evolution, not revolution. We agreed to keep the shape of the logo the same (Sapna adds: because of tight timelines, we didn’t have the time for a full rebrand before the book launch, so this way, the new logo and colours could then just be dropped into her existing website and presentations). Because my name is so long…we regularly abbreviate the company name to ‘AO’ so I wanted to keep a roundel in the middle. Sapna did rewrite the strapline to better describe what we do for clients though.


New colours the evolved colour palette communicated our clients’ experience of our brand: vibrant and modern yet professional and trustworthy. The purple and blue are business, tech-industry-friendly colours and the greens relate to growth and development. The grey acts as a neutral, ‘grounding’ them all.


(Sapna adds: We ditched the girlie typeface, fuschia pink and bright cyan and added a more grown-up ‘jewel’ deep blue and jade green as well as incorporating the brighter green of her book. We knew we’d got it right when Antoinette exclaimed she had dresses in three of those shades!)


Thrilled with our new look, we couldn’t wait to start rolling it out…”


Read about the full rebrand process in our three-part blog: 1, 2 and 3.
Whether you need a brand evolution or a revolution…
"I felt (the rebrand) enhanced my credibility…that my company has now ‘grown up’ and I am playing at a higher level. My brand is now aligned with who I am and what I am saying.  It brings sophistication and maturity; an additional professionalism to everything. First impressions are stronger: clients have complimented me on (my branding)... I feel I’m being offered more significant opportunities as a result. It’s easier to be confident selling a high-value package when it looks the part too.”

Antoinette Oglethorpe

  • Brand
  • Brand Assessment
  • Brand Guidelines
  • Branding
  • Brochure
  • Presentation Deck
  • Rebrand
  • Strapline
  • Website