Brand Redesign for an Up-and-Coming AI Startup🤓👩🏻💻
Role
First Designer on the Marketing Team
Date
June-September 2022
Scope of work
Social Media Content Creation
Brand Design & Identity
Logo Design
Marketing
Motion Graphics
INTRODUCTION
A COLLABORATION BETWEEN UMD DINING SERVICES AND MICHELIN-STAR RECIPES
An up-and-coming startup based in College Park, Maryland, Mindgrasp seeks to ease student workloads through artificial intelligence. Mindgrasp allows users to input any file, whether it is an article, link, or video, and return accurate and efficient notes to be used for studying or review. My role was to redesign their brand, enhancing their visual identity and overall user experience to better reflect their cutting-edge technology and commitment to educational support.
Custom designed logo
THE PROBLEM
The existing branding was perceived as immature and overly dependent on common stock graphics. The company aimed to legitimize its presence by developing a distinctive and appealing visual identity that would resonate with and attract new audiences.
MY Role
As the second member of the newly created Marketing team, I was brought on board to leverage my expertise in visual design to revamp the brand. My goal was to craft a professional, reputable new look that accurately reflects the startup's cutting-edge technology and steadfast commitment to educational support. Through strategic design enhancements, I aimed to elevate the company's visual identity and user experience, ensuring it resonated with its target audience and market positioning.
BRAND GUIDELINES
In choosing the typography and color schemes, I build upon their previous concepts to create a visual language that future marketing and design teams could use consistently. I prioritized creating a look that was clean and minimal to follow the current hype over Artificial Intelligence platforms, while maintaining a friendly and professional look that is attractive to their target audience of students.
Old logo vs. Redesigned Logo
Name Variations as part of Brand Guidelines
GRAPHIC DESIGN CONTENT
I created a series of original digital graphics to demonstrate how the logo and typography could visually express Mindgrasp’s purpose. Each design emphasized the platform’s core idea of helping users transform complex or overwhelming information into something clear, concise, and easy to understand.
MARKETING CONTENT
Content Calendar & custom graphics
During my time at Mindgrasp, I developed a comprehensive content calendar and designed a cohesive series of Instagram graphics to promote the platform leading up to the 2022–2023 school year. The strategy focused on reaching students during the back-to-school season, blending engaging visuals, motion elements, and educational tips to highlight the app’s features. I planned and scheduled multimedia content for the entire summer and fall, ensuring consistent posting across key academic milestones. This campaign helped strengthen Mindgrasp’s brand voice, maintained steady engagement through the semester, and supported audience growth at a crucial time for student users.
Original graphics made for Instagram to promote the product.
Clip from original video advertisement shared on Instagram, Facebook, and more.
Successes
Mindgrasp now has a presence on multiple social media platforms including TikTok, Facebook, and Discord.
Usable interfaces have been created for Mindgrasp University, allowing the program to be ready for launch.
The mindgrasp Instagram account has since gained 80k followers in addition to a new look with diverse content.
Helped brainstorm TikTok ideas reaching audiences of over 2 million.
