Mindnow

A brand identity for Mindnow, built on a small set of geometric tiles rather than a fixed mark. Squares, half-circles and crosses combine into a pattern that is different every time it is generated, so the brand reads as one language across touchpoints without ever repeating exactly.

How the pattern works

Every letter of the alphabet is defined as its own grid: which tiles it uses is fixed, but which shape fills each tile, and where, is randomised within rules that keep the letter legible. The result is a full generative alphabet, so any word, not just the wordmark, can become a Mindnow pattern.

Personal, not just generic

The same system gives every employee their own mark: they pick a starting letter and a colour, and the generator does the rest. Two people, two entirely different patterns, both unmistakably part of the same family. It turns the identity into something people at the company actually own, rather than a logo applied to them.

What we did

• Naming direction, the wordmark and the tile-based visual system
• The generative alphabet: rules for how the tiles combine, so any letter stays recognisably "Mindnow"
• Application across print, outdoor and digital: business cards, subway billboards, the website

What we did not do

The generator that produces the pattern was built by a separate technical team; our part was the identity and the rules it follows.