Mida is a consultancy company focusing on behavioural transformation and personal development. Mida comprises a group of skilful professionals, all with their own strong personal identity. Their union generates a unique, free and heterogeneous structure. Their individuality within Mida creates differentiation, giving rise to a rich and multifaceted output, but with the risk of reducing uniformity of approach. For this reason, the company was often perceived as of lesser relevance when compared to the individual consultant, part of the corporate structure.
How can a new, unifying brand identity be designed so that it is capable of effectively communicating the essence of Mida, its mindset, to its audience, in a way that underlines its differences with respect to the competition? How can the services offered, with their specific characteristics, be narrated?
Starting from a phase of competitor analysis, interviews with the company’s stakeholders and the various HR managers, we defined a brand platform constructed on its three differentiating values: Expertise, Systemic approach, Care.
The new brand identity is developed according to the concept of relations and its most powerful expression: language. At a visual level, Mida’s approach becomes an alphabet capable of enabling individuals to express and give form to their potential. At the precise instant when individuals become aware of their behaviour and the way in which it can be modelled, “the world” takes shape, along with change and (additionally) a positive impact on business results.
The human alphabet is the factor that enables transformation. The alphabet of motifs forming the trademark is geometrical, but imperfect. The composition comprises one or two motifs that enter and are superposed onto the images, and when there are no images, they fill most of the arrangement, providing rhythm to the tools and ensuring variety.
The extensive services offered by Mida are of key importance in relations, because they make it possible to provide an appropriate response to customers, with tactical or strategic interventions according to requirements. However, the key to describing these services in a rational way had to be identified. What was missing was an effective presentation that could give the content relevance even for sectors of the public with a lower degree of sensitivity.
By means of a workshop with our business partners, and a process of restructuring applied to the content for the website’s design and development, we helped review the presentation of the services offered by the company, in compliance with the new tone of voice, therefore writing the content with an approach hallmarked by enthusiasm, intimacy and discipline.
Great importance was attributed to the narration of case studies, for which we defined a structure that would ensure that the operations were clear to everyone, including people outside our specific sector.
MIDA is an independent corporate consultancy factory comprising ten partners and twenty-four consultants. They design corporate interventions, with particular attention to behavioural transformation and the improvement of Personal Development.
