- Brand Identity
- Creative Direction
Re-imagining Recruitment Software
Mindmill design, develop, build & host HR technology solutions to optimise the employee lifecycle such as Talent Attraction, Recruitment and Employee / Executive Development. By adapting their technology platform, integrating / customising HR workflows and aligning HR data across an organisation - Mindmill uncover actionable business intelligence.
Mindmill required a brand identity to reflect their plans for growth and development in the Recruitment market. The technology and product speak for themselves however the identity was dated and did not stack up alongside international competitors.
We performed a competitor analysis and research stage into contemporary software brand idents before moving into the craft of the identity. We noticed that clarity, a bright palette and a translation of language was required for the brand to be understood more clearly. An overall simplification and definition was essential in the brand communications.
Mindmill's new brand identity is a bold mark paired with a vibrant palette and language system. We created the mark blending two ideas, representing the 'M' in Mindmill in an abstract fashion whilst reminding people of the 'Mill' with bespoke sail designs. Combining this sharp style with a softer type family was the perfect balance in representing this pioneering software business.