BRAND

Extending Mimi's identity with an ingredient brand synonymous with audio innovation.

 

SKILLS

brand concepting

 

ROLE

creative guidance

 

COLLAB

marketing,
graphic & motion design


 

The Berlin health tech startup Mimi Hearing Technologies started out by building the most successful hearing test on the App Store, and building the worlds largest database with over 1 million hearing tests.

 

As the new B2B2C business strategy pivoted to becoming the standard for personalized audio, the identity needed to leave its nostalgic flair behind and grow along.


 

STEP 1

Find the core identity of the standard for personalized audio.

 
 

BOLD, THE STANDARD

defined [ dih-fahynd ]

adjective

  1. Determined, fixed, or clearly marked out as to extent, outline, or form

verb (used with object)

  1. To explain or identify the nature of essential qualities

  2. To make clear the outline or form of

 
The initial 300 potential symbolisms for Defined.

The initial 300 potential symbolisms for Defined.

 

 

STEP 2

Get a new logo accepted internally.

For the essential stakeholder buy-in, the wordmark concept needed to deliver on following success criteria:

  • recognizable as a standard

  • symbolism true to the tagline

  • compact and high-contrast

 
The final 5.

The final 5.

 

 

STEP 3

Reveal the new product name at IFA 2018.

This was the first year when Mimi wasn't presented as a differentiator for a single audio manufacturer: Mimi Defined was integrated in several products by LOEWE and beyerdynamic.

 
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Special thanks and congrats to Philip Rae for bringing the concept to finish with graphic, sound and motion design.