Over its more than 25-year history, Mindex had successfully evolved to keep pace with changes in its core competency: software development. Its brand, though, had developed a split personality that was in need of some therapy.
Mindex had two business enterprises: Professional Services offered full lifecycle software development, while SchoolTool™ led the way in web-based student management systems. Different logos, different color schemes, and even different websites created a disconnect that impacted both customer and employee recruitment.
After digging in to understand the two businesses—and reviewing the competitive landscape for each—we realized that the company excelled in each area 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.
In addition to a new brand identity system, we gave voice to the Mindex brand through positioning copy and an ownable tagline:
175 Sully’s Trail
Pittsford, NY 14534