Mineral combines the expertise of human resources, predictive technology, and highly personalized guidance for small business owners. They approached us having just joined forces with another company and in need of a bold new brand that would disrupt the traditional HR industry.
This project presented several challenges, the most significant of which was to dispel the preconceived notions associated with the term “human resources” and to compel our audience that Mineral is both a trustworthy HR brand, while also personal and lively. We had the opportunity to breathe life into a world that is frequently characterized as impersonal and standardized with a fresh, contemporary, and enduring aesthetic.
Small businesses play a crucial role in our communities and economy. Yet, unlike larger companies, they frequently lack the resources to address operational challenges. Mineral democratizes access to expertise and tools, empowering small business owners to navigate these obstacles with confidence. They guide their partners along the path to realizing their dreams. Recognizing that the journey is seldom a straight trajectory, they help with navigation at each turning point, providing vital advice or important resources in an effort to avoid potential obstacles.
We created a bold wordmark that exudes reliability and credibility, while a small wink adds a subtle playfulness and conveys the brand's human, welcoming, and slightly unconventional character. A direct reference to the brand name, the diamond in the mark also represents the essential and atomic nature of Mineral, symbolizing its fundamental and elemental essence. The color palette combines tones found in the Earth’s natural minerals with vibrant, contemporary hues that reflect the data-driven facet of the company. Through the integration of graphic elements that nod to the business's data and tech infrastructure—coupled with hand-drawn illustrations, icons for digital interactions, and a human voice—we built a trustworthy yet accessible world that resonates with both Mineral's employees and partners.
Mineral combines the expertise of human resources, predictive technology, and highly personalized guidance for small business owners. They approached us having just joined forces with another company and in need of a bold new brand that would disrupt the traditional HR industry.
This project presented several challenges, the most significant of which was to dispel the preconceived notions associated with the term “human resources” and to compel our audience that Mineral is both a trustworthy HR brand, while also personal and lively. We had the opportunity to breathe life into a world that is frequently characterized as impersonal and standardized with a fresh, contemporary, and enduring aesthetic.
Small businesses play a crucial role in our communities and economy. Yet, unlike larger companies, they frequently lack the resources to address operational challenges. Mineral democratizes access to expertise and tools, empowering small business owners to navigate these obstacles with confidence. They guide their partners along the path to realizing their dreams. Recognizing that the journey is seldom a straight trajectory, they help with navigation at each turning point, providing vital advice or important resources in an effort to avoid potential obstacles.
We created a bold wordmark that exudes reliability and credibility, while a small wink adds a subtle playfulness and conveys the brand's human, welcoming, and slightly unconventional character. A direct reference to the brand name, the diamond in the mark also represents the essential and atomic nature of Mineral, symbolizing its fundamental and elemental essence. The color palette combines tones found in the Earth’s natural minerals with vibrant, contemporary hues that reflect the data-driven facet of the company. Through the integration of graphic elements that nod to the business's data and tech infrastructure—coupled with hand-drawn illustrations, icons for digital interactions, and a human voice—we built a trustworthy yet accessible world that resonates with both Mineral's employees and partners.
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