Raising the visual profile of a fast-emerging AI-based cancer diagnostics brand
Mindpeak's mission is to create fast cancer diagnostics that are accessible to everyone in the world.
They optimise workflows in pathological analysis, building automation tools for visual diagnosis using state-of-the-art artificial intelligence and deep learning that assist cancer experts in providing reliable and reproducible diagnoses. By bringing together technology and healthcare they make it possible to deliver better outcomes for patients and improve people’s lives.
Mindpeak had been growing exponentially with expansion of the team and new products, the company was evolving fast and looking ahead to their A-Series. Their existing brand no longer represented the maturity of the business, and they needed an identity to show off their cutting-edge technology and vision of becoming the leader in cancer histopathology analysis.
We worked closely with their management team to achieve this transformation, from establishing brand pillars, creating a visual identity which laid the foundation for their A-series pitch deck, multi-stakeholder orientated website and updated corporate material.
How can we create a brand that merges the cutting-edge nature of AI in pathology with the emotion-led drive to improve lives? How do you distinguish yourselves from the competition without alienating your stakeholders?
Mindpeak were seeking to join two key concepts, the seriousness of clinical pathology diagnosis and latest AI technology tools they have and the approachable human warmth as their technology goal is to improve people's lives through an earlier diagnosis.
After exploring deeply with the management team, we formed the pillars of the brand, core values of their identity as well as their mission and vision.
We created a logo mark heavily influenced by natural, organic forms including cells and their nucleus. The core form represents accuracy whilst the four rings expanding out from the core form symbolise the four pillars that Mindpeak stand for: Approachable, Human, Connected, Accurate. The logo mark originates from geometrical forms that develop imperfections, honouring what makes us human.
The brand exercise culminated in the creation of a brand guideline that presents all elements such as brand pillars, logo, colour palette and usage ratios, font, iconography and their correct uses moving forward.
From this, we designed different corporate material, including banners, office material and wall vinyls, leaflets, business cards and clothing.
We designed their pitch deck based on the new branding development and worked in tandem on the story-telling and flow with our partner, the world-class pitch coach Beth Susanne.
We worked in tandem on the story-telling and flow with our partner, the world-class pitch coach Beth Susanne, resulting in the design of their pitch deck incorporating the new branding.
The website used the new branding to help deliver Mindpeak's message and served as their opportunity to present their first-of-its-kind AI tools for a broad audience. We managed the entire process from copy generation in collaboration with our external SEO specialist, to creating all visual assets and development of the responsive site.
We encountered the challenge to develop a website that had to be fast, consistent and flexible enough to work across different breakpoints, as the key users of the Mindpeak's website visit the site from a wide range of desktop devices - from 13” travel laptops to widescreen 4k monitors in the lab.
We are big believers in the closer the client relationship, the more authentic the product outcome. Throughout this project, we got to learn not only what makes AI so powerful in the world of diagnostics but why Mindpeak can be one of the biggest contributors to the improvement of clinical pathology.
This drove every design decision, every UX consideration, not just for the website but how we can excite investors through the flow of the pitch, to delighting clients as they enter meeting rooms.
We are big believers in the closer the client relationship, the more authentic the product outcome.
Throughout this project, we worked very closely with the Mindpeak team to immerse ourselves in why AI is so powerful in the world of diagnostics and how Mindpeak can be one of the biggest contributors to the improvement of clinical pathology. This drove every design decision, every UX consideration, not just for the website but how we can excite investors through the flow of the pitch, to delighting clients as they enter meeting rooms in their office.
Over the course of our time working with Mindpeak, we ran various workshops on the use of the brand and management of the website to ensure Mindpeak felt comfortable moving forward with their new look and feel.
The rebrand of Mindpeak aligned with the launch of their first CE-IVD product and the new website acts as a first point of contact for much of their online exposure.
Mindpeak continues on their mission to become the leaders in their field, making a valuable impact in cancer diagnostics to improve people's lives, and it is the first company to receive CE-IVD approval for a Deep Learning solution which can distinguish between tumorous and non-tumorous structures on a cellular level.
