Case Study
Inkeep
AI agents
Making AI agents easy to understand, and the brand easy to run.
Inkeep builds AI agents that customer-facing and internal teams can set up without engineering, from support assistants to content writers.
BABCO built the brand system and the marketing website, then turned the system into code so Inkeep's own team could produce on-brand work.
The opportunity
Inkeep needed a market story that showed what its product actually does. Its launch materials looked good, but the people seeing them could not tell what Inkeep made.
The work began as a fast brand and website push ahead of a September launch, and grew into the system Inkeep now uses to make its own marketing.
01
Build a brand that can change without breaking
We developed the logo, type, and illustration language, and set the rules down as tokens shared by everything Inkeep publishes.
The system was built to be adjusted. Inkeep can change a color or the spacing once and see it carry through every asset.
02
Show what the product actually does
Early launch materials drew attention, but people admired the visuals without understanding the product. Nick wanted a design language that showed real outcomes while staying true to the interface.
We built a library that mixes refined product UI with simplified, branded versions of it. Marketing can use real product cues without exposing every low-level detail, and the same pieces serve the website graphics and product videos.
03
Ship the site in time for launch
We designed and built the new marketing site. The homepage, demo, use-case, and blog pages came first, with the existing blog moved across. Developer, visual builder, careers, security, and case-study pages followed.
Ahead of the September launch we handled the launch-critical fixes and responsive QA, so every page was ready on launch day.
04
Launch Open Knowledge
For the Open Knowledge launch we worked on the launch site and messaging, along with the film and social assets that announced it.
05
Hand the team the tools
The last step turned the brand into code. We built a design platform in React and Storybook with the tokens and reference components an AI coding tool needs to produce on-brand work, so Inkeep’s team can make its own blog thumbnails and social posts without sending each request to a designer.
Nick’s aim was for his team to handle the day-to-day content while BABCO designs and evolves the system it comes from.
“Had a blast making this vision to life, thanks to Olivia Batraski and the BABCO team for bearing with an overly opinionated CEO.”
Nick Gomez · Inkeep
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