The shift
From managing processes.
A service-led identity described the work, but not the role MYND could play in a client’s business.
Intelligence
Automated.
A brand evolution for MYND. Bringing human intelligence and artificial intelligence together, with a new expression of an established business.
A new direction.
A connected identity.
Positioning, messaging and visual identity.
Digital, brand applications and internal rollout.
Brand positioning
More than a provider.
A success partner.
MYND had spent over 18 years building expertise in business processes and technology. Its capabilities had moved beyond outsourcing. The brand needed to make that progress visible, and shift the conversation from services delivered to value created.
The opportunity
To enabling progress.
We positioned MYND as a strategic success partner: combining experienced people and intelligent automation to help businesses move forward.
Verbal identity
Let technology work.
Let people think.
Automation takes care of repeatable work. Human intelligence brings judgement, context and direction. The message brings both sides together, making MYND’s technology story a human one.
Intelligence Automated.
Our tagline became the organising idea for the brand. Not automation for its own sake, but technology that gives people more room to apply their intelligence.
Lead with the value.
The messaging moves beyond a list of services to explain what they enable: clearer decisions, simpler operations and more time for higher-value work.
Keep the expertise accessible.
A confident, straightforward voice makes complex capabilities easier to understand. A partner speaking with the business, not a vendor speaking about itself.
Visual identity
Two dots.
A bigger idea.
The name stayed. The identity evolved. The two dots after MYND hold the central idea: human intelligence and artificial intelligence, working together. They also represent the two sides of the business: products and solutions.
Human + artificial
intelligence.
Experience and judgement, joined by the speed and precision of technology. Each strengthens the other.
Products +
solutions.
Two complementary capabilities, connected by one brand and one promise.
Familiarity, carried forward.
The highlighted Y and blue retain a connection to the earlier identity. Overlapping letters express partnership, while a more focused wordmark puts MYND at the centre.
A brighter expression.
Magenta adds a new energy to the blue. Product Sans and Lato give the system a clear hierarchy across brand communication, documents and digital applications.
Brand architecture
A small detail.
A system to grow with.
The dots become useful beyond the masterbrand. Magenta identifies products; blue identifies services. Pearl and HRO show how the same idea connects different offers without making them look identical.
Brand applications
One idea.
Every expression.
The identity extends into stationery, presentations, digital assets and the website. The dots become a graphic language of their own, bringing a recognisable MYND signature to everyday communication.
Office branding & internal rollout
More than a new look.
A shared direction.
The brand needed to work for the people behind it. Office branding and internal communications gave the new direction a presence in the workplace and a consistent voice across the team.
A system people can use.
Brand guidelines set out the logo, colour, typography, imagery and layouts. Templates and assets give teams a practical starting point for everyday work.
A story people can share.
Internal communication connects the visual changes to the business ambition: moving from a solutions provider to a success partner.
The brand in use
A clearer identity.
A wider presence.
From a small digital icon to a large-format message, the same colours, dots and wordmark keep the brand connected.
MYND × ENG1N
