Francis Brand

CLIENT - ASSIGNMENT - GOAL

CoverMinds is a consultancy agency focused on improving strategy and positioning for growing businesses. The organization aimed to present its services in a clearer and more appealing way to the outside world. Until then, CoverMinds had been working with a temporary visual style and a basic website that lacked trust and distinction.

My assignment was to develop a complete visual identity, including matching business cards. The visual style needed to position the consultancy firm as reliable, contemporary, and strategically sharp. It was important that the overall appearance remained professional and approachable, allowing new clients to immediately connect with the brand and its communication.

The goal of the project was to make CoverMinds more recognizable to potential clients and partners, strengthen its credibility, and create visual consistency across both online and offline communication. In addition, the new identity needed to be flexible enough to be applied to presentations, social media, and other marketing materials in the future.

CHALLENGES - MY ROLE - PROCESS

One of the biggest challenges in this project was finding the right balance between modernity and trust. The consultancy industry is often visually conservative, while CoverMinds wanted to stand out with a fresh and forward-thinking appearance. In addition, the brand positioning had not yet been fully defined, which required intensive alignment regarding core values, tone of voice, and visual direction. The style also needed to remain adaptable across different communication channels without losing recognizability.

As a graphic designer, I was responsible for the entire creative process. I worked independently and maintained direct communication with the client. The process started with a brand exploration and positioning session, followed by moodboards, competitor analysis, and style proposals. After approval of the visual concept, I developed a visual identity system including color usage, typography, grid structures, and icon styles. During this phase, I continuously considered scalability and consistent usage across future communication materials.

This was followed by the translation into concrete visual applications. I designed multiple variations of the business cards and created guidelines for the use of the logo, whitespace, and typography. By scheduling regular feedback moments, the design could be refined step by step and fully aligned with the client’s wishes and ambitions.

RESULTS - IMPACT - REFLECTION

The final result was a complete and consistent brand with a professional appearance that matched the ambitions of CoverMinds. The visual identity now reflects modernity, clarity, and strategic thinking, exactly what the consultancy stands for. The business cards became the first points of contact with the outside world, and the visual consistency immediately created more trust among clients and leads. Internally, the new style also provided more clarity and guidance within the company’s communication.

The client mentioned that the renewed appearance made it easier to connect with larger clients. Within a few weeks, website traffic increased, and their posts were shared more frequently on LinkedIn. In addition, the new identity was positively received during networking events, where the professional appearance immediately stood out among competing agencies.

What I learned from this project is how essential it is to strategically support visual choices from the very beginning, especially when a brand identity is still in development. I also realized how important it is as a designer to think beyond design alone, from positioning to technical execution, so that all assets connect seamlessly. This project strengthened my understanding that branding is not only a visual layer, but also an important part of the overall brand experience.