Challenge
Founded in 2005, Mindvalley was just a digital publisher but over the past 10 years the company expanded its business dramatically. Mindvalley has opened a few international branches, went offline organizing global events and meetups, started developing iOS/Android apps and learning platforms in-house, and succeeded in creating courses with the most famous teachers of the industry. However this had not been conveyed properly as a single brand.

Approach
Having joined Mindvalley back then, I couldn't have noticed how big the potential was if not the inconsistant communication. What I started as the initiative turned into the full-scale project later. Due to a lack of resources the entire design and development production ended up on my plate. Having the head of marketing by my side, we developed the new brand design and the strategy that communicated Mindvalley as a coherent and solid "brand umbrella".

Outcome
The new brand identity goes far beyond just a logotype. Ii is more of a system composed of a number of main elements that come together to create a distinctive visual language that makes Mindvalley brand solid and instantly recognizable. The new brand identity had a great impact internally as well, more and more employees including leadership board started contributing to the solid brand rather than separate products and services.