With over 10 years of experience, personal tutor Kelly Clement has risen to the top of her field and it was time to level up her brand to match. Specializing in the ISEE and SSAT admissions exams, she was planning to release learning materials under her new business name, MindMine, and needed strategic and identity groundwork to be laid.

Our strategy sessions uncovered key insights that impacted the brand expression. Kelly works directly with the students, so the identity needed to connect with their demographic, but the parents are the decision-makers who she needs to sell her services to. This meant that we had to balance between playful and professional, without the identity leaning too heavily into one demographic.

Part of her vision included future test-prep products and more services, so the visual identity needed room to evolve and grow as she continues to expand her company

The target for the logo was the representation of a brain and a diamond. Connecting with the brand goal of helping students discover academic breakthroughs, it was the clear conceptual direction. We explored a large range of designs that hit this target. The final selected design showcased a shimmering diamond, incased in a brain and surrounded with rays.

Once the logo was approved, we moved into the broader identity system. A calming, inviting color palette touched on the emotional promise of helping students feel prepared and empowered. The typefaces are flexible, allowing for the wide range of collateral and content MindMine will be producing. Handwritten and hand drawn elements add a human element to the identity.