Beyond
Minds

On-The-fly re-branding for an ai startup

Branding

Fast paced

Existing brand

Overview

About Beyond-Minds

BeyondMinds is a startup that combines off-the-shelf with fully customized AI solutions to help enterprises reliably and quickly scale up their AI transformation.

The project

What started as a quick makeover for the homepage based on a pre-existing language, rapidly grew to an on-the-fly re-design of the entire marketing material.

acknowledgement

This project was done as part of my work at Karen Segev's studio. My role was hands on design, working along with Karen my manager and collaboration with BeyondMinds Marketing team.

Goal

Develop and implement a visual brand identity in a fast-paced and ever-changing environment based on an existing visual language.

Starting point

Old website

When BeyondMinds came to the studio they had already done a branding process with a different agency which they felt needed some refinements.

Positioning

BeyondMinds target audience is the CTO / CEO / Head of Data / Innovation group of Fortune 1000 companies. Their clients main challenge is a high failure rate of implementing AI (~70%) and a long time to market (~2 years). By the time they approach BeyondMinds they have already been burned with the process.

BeyondMinds knows how to bridge the gap from theory to practice, and to ensure successful production while freeing their customers of the risks and burdens of AI development and ongoing maintenance.

Values

Simplicity
Clarity
Proficiency

“We love theory, we practice production”

Inspiration

Concept

Celebrating the world of AI and Complex connections.

Look & Feel

Light, vivid, minimal, safe.

Re-design

Evolution, not revolution

Since the original aim of the project was to do just a quick makeover to the homepage, we decided to stay loyal to the existing visual language, making only the most necessary changes.

Font

Previous font (Upgrade) required installment on every computer, which made it hard to implement in online platforms like google slides, therefore complicating the work of the Marketing team and to maintain consistency.

We switched to Source Sans Pro which is more legible and easy to use, while still remaining visually similar to the previous font.

New

“Source Sans Pro” - free and easy to use google font.

Old

“Upgrade” - required installment on every computer.

Colors

Previous color palette was contrast and limited and relied heavily on the darks - resulting in an overall condensed and heavy feeling. In addition, the combination of green text on white background resulted in low legibility.

The new color palette expanded and refined the existing one, but offered lighter and more vivid colors to convey ease and simplicity while providing better legibility.

#5dd9a5

#e9ede8

#121728

#ffffff

#143B83

#13BF91

#E7F9F6

#121728

#62656B

#91959E

#CFD5DF

#F6F7FB

#ffffff

Radial, 45°

#090C16

#35445A

Liniar 265°

#0DCC99

#12B398

Liniar 265°

#0DDBA4

#07B587

New

Light, vivid, versatile, legible.

Old

Contrast and limited, heavy on the darks.

Old

New

Iconography

Old

Lacked character. Too complex to be used in small versions for schemes & diagrams.

48px

32px

Icons concept

I used the dot/node from the logo as a flexible repeating motif and to create rhythm and focus point to the icons. Another decision was to use only basic geometric shapes that fill the entirety of the frame to create a simple, airy system for the eye to recognise, reducing cognitive load.