Having a well-established business with repeat clients can sometimes mean your website and brand image can take a back seat. The problem is that people who have never done business with you or don’t know you personally will only have your website to judge you by. That first impression can make people want to learn more or instantly turn them away without you ever knowing.
Everyone agreed that to modernise the brand, Hidden Depth would create a new visual brand identity, colour palette and website.
The project kicked off with a brand transformation session which allowed us to dig deep into Andrew’s vision for the brand. Logos and website designs are not just shiny graphics. They are intended to instil specific feelings and perception for a business. Discussing the feelings people should have when recommending Mint to others allowed us to create a clear design direction and helped Mint to consider the type of content the site, or any marketing material, would have.