Adding some hokey pokey to a vanilla niche.

Identity ,Rebrand

Both Brains

case study


Information Technology can be a boringly generic service and a lot of IT companies fall into the trap of presenting a generic name and visual identity to the market, resulting in an industry full of the same-same. With consistent business growth since inception and the drive to continue growing, Mint IT – a managed IT service provider for mid-to-large sized organisations – didn’t want to fall into that same trap.

<p style="font-weight: 400">Following an initial Brand Audit Workshop, there was consensus that the previous name, Mint IT, and its brand identity was not truly representative of the business or providing cut through in a cluttered market.</p> <p style="font-weight: 400"><strong>Mint IT becomes Both Brains</strong></p> <p style="font-weight: 400">Both Brains takes pride in their ability to provide leading-edge, high-value technology solutions with an easy-going, ‘no-tech speak’ tone of voice. As digital natives, they understand the complexities of modern business IT, and want to help simplify that complexity. These opposing, yet complementary sides of their business and personality are what inspired their new name.</p> <p style="font-weight: 400">By being both visually and aurally evocative, Both Brains provides a strong platform to sell the company and brand, not just its services. It will not only help to gain new clients, but retain and develop existing clients.</p>
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