In August 2023, I collaborated with Hyper Theory, Griffith University, and CSIRO on an exciting educational project as part of a PhD student's thesis. The goal was to rebrand and expand upon the existing BioBots educational experience, which had been successfully engaging children aged 8-10 in Queensland schools.

Our task was to create a brand that would appeal to a diverse audience including students, parents, teachers, and schools. The project required multiple iterations, adapting to changing client preferences and balancing various stakeholder needs.

We began with three distinct concepts under the BioBots Academy name, incorporating ideas for physical passports and tickets to enhance student engagement.

As the project progressed, we transitioned through various name changes, from BioBots to Brain Tamers, before finally settling on Mind Maze - a name I proposed during our brainstorming sessions.

The final Mind Maze logo incorporates six colours representing the emotion wheel, a core component of the learning modules. The logo's shape subtly mimics the human brain, tying into the educational theme.

I developed a complete branding system including a set of shapes and an extensive colour palette for use across all digital assets. This system was designed to assist stakeholders in creating consistent branded materials.

The project culminated in the creation of a single-page marketing website for Mind Maze. I was responsible for all aspects of this phase, including:

Content writing and marketing design

Graphics creation

Website development using Webflow

Implementation of a lead capture form with Australian phone number validation

User experience considerations like a "back to top" button

The Mind Maze branding and website were met with enthusiasm from all stakeholders. The project successfully balanced the needs of multiple audience segments while creating an engaging and educational brand identity.

This project highlighted the importance of taking my ego out of the design process in order to deliver a logo that fulfilled the brief requirements. It also highlighted the value of iterative processes, and the skill required to create a brand that resonates with diverse audiences. It also reinforced the significance of clear communication and adaptability when working with multiple stakeholders in an educational context.