Brand strategy, visual identity, and website redesign

As one of Hawai‘i’s most respected executive search firms, Inkinen & Associates built a trusted reputation over decades of leadership under founder Kathy Inkinen. In 2019, with Kathy preparing to retire and Ben Ancheta stepping into the role of president, the firm reached a critical turning point: how to evolve its brand without losing the legacy it was built on.

The Challenge

With the founder’s name deeply tied to the firm’s identity, there was a risk that the transition could create confusion or even diminish brand equity. Inkinen needed a brand evolution strategy that honored the past while signaling leadership, continuity, and growth.

The BLG Difference

Blackletter Group partnered with Inkinen to shape a thoughtful, future-ready brand identity. Our work focused on repositioning the firm with clarity and confidence while staying rooted in its values, expertise, and trusted reputation in Hawai‘i’s business community.

What We Did

• Brand Naming: We refined the name from Inkinen & Associates to simply Inkinen—a bold, modern shift that maintained name recognition while reflecting leadership evolution.

• Visual Identity Design: A streamlined, all-caps logotype was introduced—clean, confident, and timeless. The addition of the descriptor Executive Search reinforced the firm’s core services.

• Color System: A new blue-and-gold color palette was selected to convey trust, professionalism, and Inkinen’s reputation as the gold standard in executive recruitment.

• Website Redesign: We launched a refreshed, user-friendly website that highlights the firm’s services, values, and leadership—positioning Inkinen as a modern, high-impact brand in the executive search space.

The Outcome

Inkinen’s rebrand helped seamlessly guide the firm through a pivotal leadership transition—strengthening its presence in the market while preserving the trust it had earned over decades. Today, Inkinen leads with renewed clarity and confidence, backed by a brand that reflects both its legacy and its future. It’s a trusted name, reintroduced with purpose and built to evolve.