MindBox, a technology company focused on helping financial services organizations by automating their complex, knowledge-intensive business processes, was a spanking brand new puppy with nothing more than a business plan, a set of custom built applications using artificial intelligence and a name, which was born out of the idea of the packaging of artificial intelligence solutions into computer “boxes”.

MindBox needed end-to-end creative services ranging from logo design and branding identity package to a web site design and digital presentation collateral system. After several attempts and refinements on the logo design, MindBox happily gave approval for the go ahead of the site design process. After several successful weeks of design development with the overall layout, something just didn't agree with the client's marketing director about the white and pristine color palette of the site, but after some insightful conversations and some sharp listening, the team and I discovered that the marketing director was “born to be wild” at heart and leaned more towards darker colors and fabrics with gloss such as dark leathers that matched her active life style. Upon discovering this, I modified the color palette of the design to be the exact opposite of our previous approach with more shadows and contrast in the visuals and struck gold with a design that knocked the socks off of everyone in upper management at MindBox.

Proof again that a design solution may come from simply listening to what a individual is trying to say as opposed to what they “are” saying.