Instrumentl Rebrand
Brand Identity for Instrumentl at BUCK.coRole:
Art Director, DesignerYear:
2026
As Instrumentl expanded into an end-to-end grants platform, their brand needed to catch up. We reimagined the identity around “amplified optimism,” creating a brand system that reflects the energy, ambition, and impact behind every win, big or small.
Instrumentl is the category-leading platform helping nonprofits find, apply for, and manage grants. What started as a grant discovery tool had expanded into a full-lifecycle solution that frees grant professionals from administrative work, so they can focus on cultivating relationships and shaping their organization’s approach to fundraising and programming.
Within an increasingly crowded space, the rebrand became essential to reflect the platform's expanded capabilities, grow their enterprise audience, and close the gap between where Instrumentl started and the full-lifecycle promise it’s building toward.
Within an increasingly crowded space, the rebrand became essential to reflect the platform's expanded capabilities, grow their enterprise audience, and close the gap between where Instrumentl started and the full-lifecycle promise it’s building toward.
Brand Identity
The new visual identity shifts the brand to a more confident and distinct position, expressing their leadership in the space, while retaining moments of joy. Anchored by the concept of “amplified optimism”, it captures what makes grant work so unique, exciting, and vital.
The striking new logo signifies Instrumentl’s benefits, both functional and emotional, pairing their full lifecycle promise with a burst of optimism. The dynamic ‘burst’ graphic language is featured across the identity, expressing the many moments of success within the user journey. And the color palette is overall brighter and eye-catching, mixing warm tones with bold accents.
The striking new logo signifies Instrumentl’s benefits, both functional and emotional, pairing their full lifecycle promise with a burst of optimism. The dynamic ‘burst’ graphic language is featured across the identity, expressing the many moments of success within the user journey. And the color palette is overall brighter and eye-catching, mixing warm tones with bold accents.
Credits
BUCK
Group Creative Director
Camille Chu
Creative Director
Simon ChongExecutive Producer
Justin HarrisProducer
Avery WrightArt Director
Lucas RamosNaomi Abel
Design Director
Mary Kate HenryStrategist
Natalie MarquesCopywriter
Col HealeyLuca Rojas
Designer
Kate WuMin Sung Chung
Ming Cheng
Phoebe Lee
Zoe Lin
2D Animation Director
Rafael Araujo2D Animator (AE)
Hannah SunNick Brown
Creative Art Director & Designer
Creative Art Director & Designer