Project By Jules
Mimir Brand Identity
The Italian software and AI solutions provider, xtream, was looking to create a separate brand for their AI department. In collaboration with service designer, Kate Smith-Richling, we created a new brand that could communicate the value proposition of this department.
Mimir is an AI solutions provider and one of the two branches of the Italian software company, xtream. It was founded in 2018 - yes, before ChatGPT and this crazy AI wave! They needed a brand and a website to better communicate their vision and competences towards the relevant audiences.
The challenge was to design a brand that followed some of the points of parity within the AI and cutting-edge tech industry, while still standing out on the basis of a fun, young, and passionate team.
Branding is all about balancing opposites and playing with contradictions and paradoxes. Let me give a few examples; Ikea brands themselves with the opposing characteristics of being affordable yet durable, Volvo is safe yet adventurous, and Ecco is fashionable yet comfortable.
This was also a challenge within the Mimir brand. A clear USP of Mimir is that it has highly experienced academics within the AI field, while also having years of experience with applying solutions in the industry. Additionally, we wanted to keep a high-tech look, while not falling into the hyped "fintech"-vibe of the now.
Another challenge in this project was that the developers in Mimir should be empowered to manage the brand themselves. This is an interesting challenge, which many designers don't think of when approaching a project. This lead us to make a more detailed brand book along with setting up a brand kit and templates in Canva.
