Navigilant’s new brand identity delivers a competitive advantage


  • A new company name and visual identity aligned to North Star and brand personality
  • Brand guidelines to ensure visual and brand consistency across all customer touch points including product, sales, marketing and customer support communications
  • A new website bringing the brand identity to life whilst serving as a key customer touchpoint for existing customers and new prospects
  • A range of assets for team members to use including Google Slide and Client Story templates, letterhead and business cards


  • Company naming process
  • Visual Identity design and development
  • Website production
  • Content creation

An organisation’s brand drives customer choice, builds loyalty and enhances business results. Consequently, brand has become an increasingly important playing field to compete on. Getting clarity on brand personality, visual identity and tone of voice is critical to design and develop experiences that delight customers, partners and prospects.

Mindyasa has developed a methodology to design visual identities aligned to an organisation’s purpose, mission and strategic priorities. Having previously designed Navigilant’s brand personality, our work to create their brand identity began with a review of several key competitors’ visual identities. This analysis, alongside ‘what good looks like’ mood boards from outside the sector, provided the team with insights and evidence for a creative brainstorming workshop during which design elements the client’s team liked, and those they did not, were identified. These outputs along with the brand personality enabled Mindyasa’s creative team to create three visual expressions – ‘Journeys’, ‘Data and Insights’ and ‘Organic Technology’. For each expression, initial design treatments explored the use of typography, colours and imagery. Using a series of feedback sessions and subsequent design iterations, a set of brand identity tenets were developed and approved.

Website development commenced by ensuring all parties were aligned on objectives, a methodology, roles and responsibilities and the project timeline. Prior to design, an information architecture for the site was agreed and wireframes detailing functionality were designed and approved.

Leveraging the newly created visual identity, web page design commenced. A focal point was a set of illustrations licensed from Adobe Stock. Mindyasa optimised these illustrations by applying Navigilant visual colour tones, adjusting layout, and by creating additional assets. To deliver an enhanced user experience, the web development team animated the illustrations by writing custom code using Gsap java script. In partnership with the client, Mindyasa created and edited content for the website including text and imagery. A thorough QA process was deployed prior to launch.

A set of detailed brand guidelines were developed to provide guidance to ensure consistent visual experiences in line with the brands identity. Additional assets including Google Slide presentation templates, client case study templates and letterheads and business cards were created to enable the client’s team to start using the new identity immediately.

Download PDF

Get in touch

Get in touch

Mindyasa Limited
c/o Diverset
Ferrari House
258 Field End Road
England HA4 9UU