Project Overview
In August 2023, I collaborated with Hyper Theory, Griffith University, and CSIRO on an exciting educational project as part of a PhD student's thesis. The goal was to rebrand and expand upon the existing BioBots educational experience, which had been engaging with children aged 8-10 in Queensland schools.
The Challenge
Our task was to create a brand that would appeal to a diverse audience including students, parents, teachers, and schools. The project required multiple iterations, adapting to changing client preferences and balancing various stakeholder needs.
The Process
1. Initial Concepts
We began with three distinct concepts under the BioBots Academy name, incorporating ideas for physical passports and tickets to enhance student engagement with the educational modules.
2. Brand Evolution
As the project progressed, we transitioned through various name changes, from BioBots to Brain Tamers, before finally settling on Mind Maze - a name I proposed during our brainstorming sessions.
3. Logo and Brand Identity
The final Mind Maze logo incorporates six colours representing the emotion wheel, a core component of the learning modules. The logo's shape subtly mimics the human brain, tying into the educational theme.
4. Comprehensive Brand System
I developed a complete branding system including a set of shapes and an extensive colour palette for use across all digital assets. This system was designed to assist stakeholders in creating consistent branded materials.
Website Development
The project culminated in the creation of a single-page marketing website for Mind Maze. I was responsible for all aspects of this phase, including:
- Content writing and marketing design
- Graphics creation
- Website development using Webflow
- Implementation of a lead capture form with Australian phone number validation
- User experience considerations like a "back to top" button
Outcome
The Mind Maze branding and website were met with enthusiasm from all stakeholders. The project successfully balanced the needs of multiple audience segments while creating an engaging and educational brand identity.
Key Learnings
This project highlighted the importance of taking my ego out of the design process in order to deliver a logo that fulfilled the brief requirements. It also highlighted the value of iterative processes, and the skill required to create a brand that resonates with diverse audiences. It also reinforced the significance of clear communication and adaptability when working with multiple stakeholders in an educational context.
