After more than 25 years, growth in their two core businesses meant the Mindex brand had developed a bit of a split personality. Mindex Professional Services offered full lifecycle software development, while SchoolTool was a leader in web-based student management systems. The two not only had different logos, but also completely different color schemes and separate websites—creating a disconnect that impacted both marketing and employee recruitment.
Category
Software Development
Services
- Competitive audit
- Brand strategy
- Brand development
- Website design
Amplifying impact through complementary expertise
After digging in to understand the company and its competitive landscape, we realized that each of the two core businesses excelled because of the other. Having developed SchoolTool from the ground up substantiated Professional Services’ expertise in application development. And the talent and technology within Professional Services proved that SchoolTool™ could support robust capabilities.
“Flynn really helped us articulate who we are and what makes us special. Now, with this cohesive system, we can better communicate with customers and prospects. And I love our new website—our capabilities really shine.”
—Marc C. Fiore, Mindex President
Building a brand designed to grow
Our solution brought the two businesses together with an updated visual identity and clearly articulated messaging. This approach also established a standard for future products and brand extensions. In addition to the new brand identity system and guidelines that ensured everyone in the company could look and act as one, we gave voice to the brand through positioning copy and an ownable tagline: Bright minds. Thoughtful execution.
Aligning the brand and key messaging online
A new website showcased what united the enterprises—as well as what differentiated them. And because continuing to grow the company’s talent pool was so important, we made sure the benefits of working at Mindex were woven throughout.
“Flynn was a great partner, helping us achieve all of our goals and adding value every step of the way.”
—Marc C. Fiore, Mindex President
