A brand identity designed to create a tickle and capture the vibrant energy of a fast growing technology company.
Client
Mindtickle
Services
Brand Identity
Collateral
Illustration
Up and to the right
Mindtickle, a leading Fortune 500 and Global 2000 sales readiness platform, had been growing their customer base by 200 percent year over year. During this extraordinary growth, Mindtickle realized the importance of refining its brand identity to align with its evolving product and position in the market—embracing a more professional image that edemonstrates credibility, reliability, and a sense of authority. To do this, Mindtickle enlisted the expertise of Measure, Inc. Collaborating closely with Mindtickle’s founders and executive leadership team we set clear objectives and identified that the creative direction for the new brand identity needed to feel fresh, sophisticated, and easy, but still pay homage to the core idea behind their product—gamification of sales training.
Measure did this by maximizing Mindtickle’s color palette, creating a custom system of graphic elements and iconography, injecting authenticity into the brand with imagery of confident and engaged people, and creating a core theme of activation and movement, specifically up and to the right to represent personal growth in sales development, expansion in revenue, and leadership. The result is a bold brand identity that resonates with Mindtickle’s expanding customer base and has helped Mindtickle solidify their presence as a trusted leader in the sales enablement and training industry.
The Dynamic Dot
Measure developed a central brand element we refer to as the Dynamic Dot. The dot and line can be used to form bold forms that suggest upward mobility or activation. These forms can be used across collateral as either central visual elements or as secondary elements that create a thread of continuity in longer documents and across campaign touch-points. The Dynamic Dot also plays a significant role in adding meaning and movement across the collection of custom iconography we designed for Mindtickle.
Embracing the brand
To help Mindtickle’s internal design team embrace the new brand aesthetic and maintain its consistency across all touch-points, Measure created a digital marketing design system for Mindtickle’s display, social, email, and thought leadership channels. The system consists of curated patterns, colors, imagery, and icons to clearly differentiate between content silos for customer stories, product, thought leadership, video, and webinars & events. Measure authored guidelines and provided visual examples for each content category.
Visualizing the user journey
Measure created a library of over 80 image collages for the Mindtickle website to represent specific product features and training components. This image library helped establish how the new brand identity would be used to create additional imagery for all other marketing materials as the brand identity expanded.
