A futuristic brand identity guiding esports athletes along the Path to Clarity™
THE SITUATION
Mindways is a startup in evidence-based mental coaching, helping professional esports athletes and coaches overcome the mental barriers to winning. As a new player in a new category, the brand had to build trust and look worthy of its audience.
WHAT WE DID
We built the brand's visual identity, messaging and digital presence. Every design decision was shaped around clarity, technical precision and a sense of pushing past limits — from the logo to the website.
TEAM
Brand strategy: Atanas Dzhingarov, Alexander Petrov · Creative direction: Alexander Petrov · Design: Maria Vasileva, Selen Petkova · Motion design: Martin Mihaylov · Web development: Alexander Petrov
THE RESULT
The identity and the site were central to the strategy of connecting the business with new B2B partners in esports. Mindways went on to partner with one of Switzerland's largest esports teams, Lausanne E-sports.
WORDS FROM THE CLIENT
I have worked with Embrand Studio for many years now and on very different projects. It has always been a delight to work with them as they are always very professional, available and customer oriented. I am amazed at how quick they are getting the vision of the project and how meticulous they are in understanding our business and our concerns. The brand identity that they created for us looks very authentic to our purpose and the way we approach our business. We will for sure keep working with them as much as we can and I highly recommend them!
Iaona Lambert — Founder @ Mindways
