Many of our (wonderful, forgiving, patient) clients know that we spent last week putting our heads together as a team to talk about what we do well, and what we can improve upon. Several initiatives came out of "Better IFC"--the bigger ones being:

  • A media availability calendar: Now clients who are trying to book times for photos or video will be able to see our availability rather than face the frustrating back-and-forth of, "Are you available now? Well how about this date? Would this day work?"
  • A client communication portal: A place where clients can go to check on the status of the various stages of their projects, review media uploads, and take advantage of internal documents like social media or WordPress tips.

But the biggest things to come out of Better IFC were a new name, a new mission, and a new brand.

Why the new name?

There were a few reasons for this. For those of you who don't know the history, "In Form" is actually a soccer term meaning, "top of your game." It isn't used that much in the US though, so not everyone got the reference. Plus--even those who knew us best were often confused about whether or not "In Form" was supposed to be one word or two. (Full disclosure: I worked here for over a month before I was absolutely certain).

IFC Studios nods to where we came from, but is also a more streamlined identity--acknowledging our foundational services--with a lot of graphic options that allow us to stay nimble within our branding.

Why the new mission?

Our mission is to elevate your brand with a steady eye and boundless creative spirit.

Honestly--the mission isn't really new. We're still the group of fun-loving professionals you've grown to know as we've worked together. It's more like, the mission has been defined. These words will be at the heart of all of our actions, all of our work, and all of our decision making. Our steady eye comes from our combined experience and knowledge of current practices--but our creative spirit balances that out and keeps our products fresh and each project unique.

Why the new brand?

Well, the fact is that a name change and a branding change often come hand-in-hand, but we worked really hard over the last week to make sure that every color, font, and graphic told the story of this energetic, forward-thinking, tight-knit team. (Stay tuned for a case study about our rebranding process!)

So I guess we'll say--it's nice to meet you, again! We look forward to working with you!

amy mertz in form creations

About Amy

Amy Mertz is our resident creative director, social media person and copywriter. When not in the office you can find her chasing down her hilarious toddler, searching the land for great coffee and baked goods, or espousing the current books on her nightstand.