Mindcotine.png

Background

Mindcotine is California-based tech company that blends cognitive-behavioral therapy, mindfulness techniques, and virtual reality to promote smoking cessation for everyday people. The brand has achieved business success by partnering with corporate businesses to include their software-based approach as a part of the benefits package offered to their partner's employees. 

Ask 

How can Mindcotine create a clear understanding of their service and position themselves for an eventual rebrand? 

Background

Mindcotine is California-based tech company that blends cognitive behavioral therapy, mindfulness techniques, and virtual reality to promote smoking cessation for everyday people. The brand has achieved business success by partnering with corporate businesses to include their software-based approach as a part of the benefits package offered to their partner's employees. 

My Responsibilities 

Project Management 

Secondary Research 

Presentation Narrative

In-Depth Interview Coordination

Brand Auditing 

Ask 

Develop branding systems that provide a clear understanding of Mindcotine's product offering and position them for an eventual rebrand. 

Mindcotine 

Situation

Mindcotine's brand messaging speaks exclusively to the smoking cessation benefit it offers for its corporate partners.

Insight

Traditionally, workplace benefits have been viewed as a necessary headache- employees value access to them but typically overlook their details due to the jargon filled explanations.

Tension

Millennials, the current majority of the workforce have higher benefit expectations of their employers. They expect transparency and flexibility in their offerings. 

Opportunity 

Reposition Mindcotine as the best cutting edge health/tech product while redefining the meaning of employee benefits for the next generation. 

Comms Strategy

Build consumer demand from the ground up

1. 

Educate and convince employees (on the ground)

2. 

Who will put pressure on employers at the top

Recommendations 

Comms Plan Concept

Updated Website Concept, Brand Promise, Mission and Vision Statements

Social Content Refresh

Mindcotine Instagram Post 1.png
Mindcotine Instagram Post 2.png

Rebranding Framework

Brand Structure, Updated Brand Mark, Brand Mark Application

Mindy Health Brand Architecture
Mindy Health Brand Architecture

Screen Shot 2020-12-19 at 4.21.08 PM
Screen Shot 2020-12-19 at 4.21.08 PM

Mindy Health Logo Applicaton
Mindy Health Logo Applicaton

Mindy Health Brand Architecture
Mindy Health Brand Architecture

1/3

Thank you for viewing my work! Feel free to check out the full project below!

Leon Brewington

Brand Manager