Rebranding

In the initial stages of my involvement, a key priority was refining Mínut's core proposition. Collaborating closely with diverse stakeholders and copywriters, we delved into the fundamental qualities that set Mínut apart in a competitive landscape.
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My comprehensive approach extended to understanding the target audience, encompassing both clients and their guests, the company’s vision and brand values. This meticulous process aimed to ensure precision in messaging and tone of voice, aligning them seamlessly with the unique identity and appeal of Mínut.

The first phase of rebranding, I explored the different components of a company that contribute to a strong value proposition. This entails from researching the perspective of the customer while writing out the benefits of Mínut’s product, such as how it increases pleasure or decreases pain for the person using it.

Next, I dived into the customer’s wants (emotional drivers), needs (rational motivators), and fears (undesired outcomes). This will help me try to understand whether a product or service affects a buyer’s perceived likelihood of failure and anxiety.

To create an integrated, cohesive value proposition, I start by brainstorming as a group around these three questions:
1. Which customers are you going to serve?
2. Which needs are you going to meet?
3. What relative price will provide acceptable value for customers and acceptable profitability for the customer?

Together, all three create a triangle that can lead us closer to a succinct value proposition.

As I move through the exercise, consider which one is the primary “leg” of the triangle. For example, is the greatest value that you offer in cost savings? Or is it that you’re offering a better product or experience at a premium?

Once I have established the core proposition, I start working on the brand values which are the key principles guiding how Mínut will operate. They shape the company's messaging, culture, and strategy, offering their customers and employees insight into their essence. Sincere and distinctive brand values differentiate their company from competitors and create a lasting impression of its core identity.

We’re dealing with heavy topics in the short term rental industry such as break-ins, fires and noisy neighbours. Talking about this stuff can easily take a scaremongering turn and create a, panicky feeling in Mínut’s audience. So they have to be extra careful to keep warmth in their voice unless it’s really not appropriate. In Mínut’s rebranding, the tone of voice should be warm, friendly, simple, positive and neutral.

At this stage, my efforts are concentrated on shaping the visual identity of Mínut, prioritizing elements such as logo design, color schemes, typography, and art direction encompassing photography, imagery, and 3D designs.

This concerted focus on Mínut's visual identity serves to fortify their foundational values and brand commitment across various channels. By employing cohesive and deliberate visuals, we not only facilitate effective communication but also amplify Mnut's brand narrative.

I first start by finding inspiration to create an overview of the project style before I start diving into the actual design process. These visuals assist me to give stakeholders an idea of my vision and how we can incorporate them into the new website.

Given that there have been no alterations to Mínut's logo, my attention is directed towards optimizing its application across various mediums.This ensures consistent visibility and appropriate usage of the brandmark across diverse scenarios, safeguarding its integrity and impact.

The most exciting yet tedious aspect of the rebranding was the color selection process. I have meticulously curated Mínut's brand colors to align seamlessly with the company's vision. Inspired by Scandinavian architecture and culture, these colors reflect Mínut’s origins. This palette have also undergone rigorous testing across both print and digital platforms to ensure accessibility and consistency, reinforcing the brand's commitment to inclusivity and effective communication.

I have carefully curated Mínut's typography to ensure that the typeface seamlessly aligns with the new branding. The selected typeface, Open Sans, offers excellent contrast for both digital and print mediums. Additionally, this font is readily available and free to use in other applications such as email or presentation platforms without requiring the user to download and install it. As a sans serif font, it is highly legible on screen and at small sizes, making it an ideal choice for the Mínut identity.

At Mínut they care about homes and how to protect them. Mínut wants to showcase the exterior and interior of inspirational homes and neighborhoods around the world.I’ve selected images of homes that are beautifully designed and in line with the brand colors. The images should not be too staged, but work as inspiration for a host to design their rental homes so that potential guests will want to stay there. Choosing imagery that feels tonal consistent with our palette is important. Nothing to bright, bold or brash.

My next rebranding task was to work on Mínut’s 3D product renders. In this task, I engaged a 3D freelance designer to create both still and animated realistic product renders.Still renders of Mínut’s product should try and retain some sense movement and dynamism. Whether that's through shadows or positioning. Repeating the product to create interesting visuals is also something that can be done.

These icons describe Mínut’s features and services. They're simple in style and easy to grasp. They are used in their apps, presentations, and marketing and sales collateral, whenever they want the audience to get a quick understanding of the product and the services we offer.