MindsEye - Visual Identity Rebranding

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ROLE: BRAND DESIGNER

DURATION: 8 WEEKS

SCOPE OF WORK: VISUAL IDENTITY REBRANDING

For the past 50 years, MindsEye has been devoted to aiding the visually impaired, enabling them to engage in daily activities by translating vision into audio and cultivating an accessible community.

The goal of the rebranding project was to change the brand from its traditional appearance to a more modern and friendly personality. This involved a complete rebrand, necessitating various alterations.

For privacy and security reasons, I've omitted the section about competitor analysis. This decision ensures confidentiality and respects the sensitive nature of competitive insights gathered during the project.

While competitive analysis is an integral part of the design process, its exclusion from the case study aims to uphold ethical standards and safeguard proprietary information.

The Psychology Behind the Brand Colors

Purple: This color was selected because it symbolizes empathy, creativity, and inclusivity which are important values for the brand. It also represents innovation and empowerment, aligning perfectly with the brand's commitment to inclusivity.

Blue: This color represents trust, stability, and clear communication. It was chosen to enhance reliability and to ensure that the brand messages are easily understood.

Yellow: This color signifies energy, optimism, and vibrancy within the brand's community. It adds enthusiasm and positivity to the overall visual identity making it more fun and engaging.

White: This color symbolizes clarity and openness, reflecting MindsEye's commitment to providing clear and accessible information to the visually impaired community.

I created some illustrations to infuse a playful essence and prevent an overly corporate appearance. These illustrations are versatile, offering the opportunity to create unique brand patterns that seamlessly blend into the overall visual identity.

They also serve to add a touch of creativity and playfulness, aiming to resonate better with the new target audience while maintaining a professional outlook.