Mimi is a German tech company specialized in hearing-based audio personalization. Its award-winning and biologically-inspired audio processing technology knows how well a user hears, through their proprietary hearing ability test smartphone app. And personalizes each user's listening experience on their smartphone, headphones, TVs, and more.
But even with their incredible technology, over the last few years Mimi struggled to convey an emotional and cohesive message to the market. It was in an urgent need of a new brand positioning and a visual universe that reflected his uniqueness.
To do that we looked into our hearing biology to create the brand’s most proprietary graphic elements. Using it as a metaphor for the different features that Mimi offers and expressing the bio-inspired nature of Mimi’s technology.
The Cochlea inside our ear, responsible for our hearing ability.
The Stereocilias inside the Cochlea’s walls.
One of the main elements is “The Hearing ID”. An organic and symmetrical dual shape graphic based on the “Cochlea” inside our ears. This represents each user's unique hearing ability, and where all Mimi’s personalisation features will act upon. Such as sound personalisation or any transformation that their features might apply to the user’s profile. Every Hearing ID is a live element as it can change over time.
The other main element is based on what’s inside our “Cochlea”: The “Stereocilias”. Hairlike structures are responsible for detecting each sound vibration. Their location alongside the “Cochlea” determines the frequency they detect, and their length determines the accuracy of it. We used them as a reference for the hearing ability test design, with each filament representing a different frequency detected by the user.
CLIENT: MIMI HEARING TECHNOLOGIES | PROJECT: REBRANDING
AGENCY: WITH COMPANY | DIRECTION: RUI QUINTA
BRAND STRATEGY: MIGUEL COUTINHO, LUÍS MEDEIROS | COPY: LUÍS MEDEIROS
DESIGN TEAM: DANIEL MACHADO, BRUNO SANTOS, JOÃO DELGADO
AGENCY: WITH COMPANY | DIRECTION: RUI QUINTA
BRAND STRATEGY: MIGUEL COUTINHO, LUÍS MEDEIROS | COPY: LUÍS MEDEIROS
DESIGN TEAM: DANIEL MACHADO, BRUNO SANTOS, JOÃO DELGADO
