Mynt is a sustainable construction consultant and general contractor that’s building for good. Their core mission has always been to change the paradigm for mid-market commercial and industrial real estate by utilizing newer, cleaner, and more efficient energy technologies.
They came to us because they had evolved. Their existing branding, messaging, and visual expression didn’t convey where their current position in the marketplace or the new business model they created.
The brand expression now aligns with the adjectives they brought to our discussions — Daring, Bold, Electric, Distinct, Legit, Visionary, and Cutting Edge. It’s a visual proclamation of who they are as an organization.
The Mynt website clearly defines the company, both in terms of what they do and what they stand for. It also gives visitors simple paths to learn about their different models of engagement, one of which is unique in the industry.
They’re now equipped to advance their goal of helping commercial property owners transform their buildings into alpha performing assets that benefit people and the planet.
“If you're looking for a very personal and human touch type of partner, one who cares and takes a very consultative approach, go with Cosmic. They definitely have a well baked and highly effective process, but it's through working with people that gets the results. If you want outstanding and breakthrough results, Cosmic is the shop for you.”
— Derek Hansen
The Brand Foundation
The overall brand is built on a strong color palette. Black grounds the brand and stands as a striking statement of originality in the construction industry. The pops of vibrant color align with the rebellious aesthetics of a company leading the charge to sustainability in their market niche.
The custom MYNT wordmark is an electric blue that hints at the solar work they do, but also feels architectural, sturdy, and industrial. The Mynt team pointed out that it seems like it’s cut out of a metal slab. With all of those influences, it still conveys refinement and professionalism.
The square “bug” M variation takes advantage of the custom brand letterforms to create a string presence. The lightning bolt icon is designed to enhance the Be Electric catchphrase that’s peppered throughout the brand extension assets.
A Well-Stocked Library
A future-looking organization needs assets that help them move forward. We created a trove of physical and digital assets that gives the Mynt team everything they need to get noticed, advance their marketing efforts, and look good wherever they go.
A Sales Toolbox
We extended the brand and messaging styles into Mynt’s pitch decks. The Sales Deck utilizes a condensed narrative flow designed on the principles of organizing compelling TED Talks. It also pulls from rules of screenwriting, following the three-act structure and creating intentional topic transitions.
A Solid Blueprint
We used wireframes to establish the site needs, information flow, content needs, and the best way to address different audiences.
Those foundational elements let us move into site design and copywriting with a definitive direction.
In order to communicate effectively, a company needs to understand what they want to convey, how they are perceived, and what customers want to know. We interviewed Mynt’s Chief Development Officer along with five of their customers to get a clear picture.
Defining a Business Model
Mynt is launching a new business model along with their new brand and site. One aspect of presenting their two engagement models was to name each model in a way that could become shorthand.
Mynt Energy Solutions identifies their traditional contractor-for-hire model.
Mynt Energy Ventures identifies their new long-term partnership model.
A Brand That Grabs Attention
The strategy for the brand and the messaging was to create something that can’t be ignored. The type style for main headlines is a bold, condensed, and structural font that supports the declarative nature of the copy. It’s used in cutout form and on solid backgrounds to guide the eye.
Building New Messaging
As a company that’s constantly evolving in advance of the market, Mynt’s existing messaging didn’t define what they’re doing now or overtly express their social impact mission or core philosophy.
The new website gave them an opportunity to refine their messaging and give their sales and marketing teams and employees consolidated talking points.
A new tagline, Building The New Energy Future emerged from the messaging work. Along with their Be Electric catchphrase, the Mynt team has messaging they can rally behind.
Combining Message & Tone
With the website copywriting, we struck a balance between the professional tone of an established contractor and the rebellious attitude of a team driven by social purpose.
Establishing Brand Consistency
Our Brand Style Guide gives the Mynt team everything they need to carry the visual brand and messaging into the future.
Making a Statement
MYNT is driven by a deep-seated philosophy. We captured their principles as an interactive manifesto that our development team brought to life.
To keep readers engaged, the copy is sparse and presented using a variety of animations and transitions that create a rhythm and a reader moves down the page. Design elements and copy fades in, is revealed from the top down, slides in from the sides, and more. This variety helps hold a reader’s attention and compels them to continue scrolling through multiple sections.
Flexible Visitor Experiences
The digital experiences used throughout the site are designed to fulfill three priorities:
Engagement & Delight - Subtle animations draw attention to information, rather than the animation itself.
Content Organization - Side scrolling sections allow for significant content that keeps pages short without slowing the reading experience.
Immersion Options - People are able to read deeper content if they like or quickly absorb the main points if they prefer.
Case studies utilize a combination of scannable copy and side scrolling to promote project highlights.
Prepared To Launch
We worked with the Mynt team to create a launch campaign. From helping them craft discussion topics for a launch video, to co-writing the introductory Email, and creating assets for their digital marketing, we helped them get off to a good start.
Scope of Work
- Fundraising Strategy
- Landscape Review
- Interviews & Focus Groups
- Visual Identity
- Design Systems
- Brand Extension
- Brand Style Guide
- Collateral & Materials
- Brand Narrative
- Voice & Tone
- Target Audience
- Topline Messaging
- Integrated Digital Experience
- Full Service Web Development
- Information Architecture
- Content Strategy
- Branded Copywriting
- Holistic Communications Strategy
- Awareness & Growth
Are you ready to take your social impact organization to the next level? Let’s explore our fit for working together.