Summary
The idea was to activate the Mindshare wordmark, enabling the brand name to open up and literally share. Dan and his NB colleagues created an adaptive identity that behaves the way Mindshare does – in perpetual motion, making things happen.
Challenge
Mindshare serves multi-national clients who want to transition their businesses to today’s digital-first, direct-to-consumer world. The challenge was to create a new brand identity capable of leading those clients into the future with supreme confidence.
Technique
Dan led international digital interactive workshops with the global executive, including the new CEO.
Insight
1 Mindshare partners some of the world’s biggest companies but was viewed as a legacy brand.
2 Its future success depends on being seen as authentically data and technology enabled.
3 Mindshare’s globally distributed workforce are autonomous and independent-minded people: when it comes to corporate identity, everyone tends to do their own thing.
Strategy
Future-proof the identity.
1 Design it for the places where people increasingly live their lives – inside platform ecosystems.
2 Create a brand that’s as agile as Mindshare’s ways of working with its clients.
3 Put the brand into the hands of the workforce, making tools so simple and exciting that they won’t be able to resist using them.
Expression
Leverage the powerful story in the name. This is a brand that opens up and literally shares content. The new wordmark is at the heart of a fluid, dynamic identity system that’s in perpetual motion.
Impact
The old paradigm in branding was rigid control. For Mindshare, Dan and his colleagues put a dynamic identity into the hands of thousands of users, empowering them to be their own brand managers. The identity has been applied across the entire Mindshare global network of 9,300 staff in 116 offices and 86 countries. The team recently refreshed the refresh with an expansion pack that provides an infinite number of identity permutations.
Appreciation
“Our identity now puts our name in the heart of the conversation. It means we can connect more easily and more authentically with every client, person or topic in different and unique ways, enabling us to better communicate our approach to media services.” Greg Brooks, Global Chief Marketing and Culture Officer, Mindshare.
Credits
Designer: Jamie Breach / Creative Director: Nick Finney / Clients: Greg Brooks, Leonie Knowles / Client Managers: Kate Illingworth, Sophie Knowles
