Mindler, a leading educational technology start-up in India, commissioned me to develop a comprehensive branding guideline and design system. While retaining the existing logo, I was responsible for redesigning collaterals and establishing a clear design language tailored to their target audience of senior school students, undergraduates, and their parents.
To accomplish this, I crafted a visual language featuring illustration styles, colours, and fonts for their website, collaterals and social media. The focus was on creating a bright, colourful and fun aesthetic to make the brand more approachable and engaging for the target audience. As the brand expanded, several sub-brands emerged. Ensuring these sub-brands maintained a connection to the main Mindler brand while preserving their distinct identities was crucial. To achieve this, I assigned specific colours to each sub-brand, fostering a harmonious and coherent brand architecture.
The existing collaterals lacked a consistent visual identity, with discrepancies in colour palettes, typography, and design treatments. Notably, the logo's colour also varied across various materials, further contributing to the overall inconsistency.
I standardised the logo by selecting the colour with the most instances and developed a fresh colour palette along with a comprehensive visual guide. Applying these new guidelines, I redesigned company stationery and brochures, ensuring that all future collaterals and content maintained consistency and alignment with Mindler's refreshed visual identity.
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Over time, Mindler diversified into various verticals, each requiring its own branding and identity. This was important because each vertical had unique landing pages, ad campaigns, and collateral materials tailored to specific audiences and services.
While adhering to the guidelines established for the parent brand, including typography, colours, and visual language, each sub-brand accentuates specific colours, distinguishing its branding within the overall identity.
