Francis Brand

CLIENT - ASSIGNMENT - GOAL

CoverMinds is a consultancy firm focused on improving strategy and positioning for growing businesses. The organization aimed to present its services more clearly and attractively to the outside world. Up until that point, CoverMinds had been using a temporary visual style and a basic website that lacked both trustworthiness and distinctiveness.

My assignment was twofold: to develop a complete visual identity, including a brand manual and accompanying communication tools, and to design and build a professional website. The visual style needed to position the firm as reliable, contemporary, and strategically sharp.

The goal of the project was to establish a recognizable brand for CoverMinds among potential clients and partners, strengthen its credibility, and create visual consistency across both online and offline channels.

CHALLENGES - MY ROLE - PROCESS

One of the main challenges in this project was finding the right balance between modernity and trust. The consultancy world is often visually conservative, while CoverMinds wanted to stand out with a fresh, forward-thinking look. In addition, the brand’s positioning was still being defined, which required close collaboration to clarify values, tone of voice, and visual direction.

As a graphic designer, web designer, and web developer I was responsible for the entire creative and technical process. I worked independently and communicated directly with the client. The process started with a brand discovery and positioning session, followed by moodboards, competitive analysis, and visual concept proposals. After the visual direction was approved, I developed a full brand identity, including color palette, typography, grid systems, and icon style.

Next, I translated the identity into tangible outputst: business cards and a fully designed and developed responsive website. I paid close attention to content structure, loading speed, mobile usability, and accessibility.

RESULTS - IMPACT - REFLECTION

The end result was a complete and consistent brand with a professional appearance that aligns with CoverMinds ambitions. The identity now communicates modernity, clarity, and strategic thinking, core values of the firm. The business cards and website became the first external touchpoints, and the visual coherence immediately fostered greater trust among clients and leads.

The client noted that the renewed branding made it easier to connect with larger prospects. The website was positively received for its clear navigation, fast performance, and strong visual presence. Within just a few weeks of the launch, traffic to the site increased and its content was shared more frequently on LinkedIn.

What I learned from this project is how important it is to strategically justify visual decisions from the very beginning, especially when a brand’s identity is still evolving. I also realized the value of thinking holistically as a designer, from positioning to execution, to ensure that all outputs are seamlessly aligned. In future projects, I aim to incorporate even more user feedback during development to further enhance impact.