BRIEF
It was during COVID, when every brand was trying hard to stay relevant with time and situation. Mint was struggling to navigate its readers on their digital platform, while physical circulation of their newspaper had come to a complete stand still.
“Be the change you want to see.” became our approach for the brand.
IDEA
“Be the change you want to see.” became our approach for the brand.
IDEA
Mint became the symbol of change, by undergoing one itself. We dropped the gold mint in the logo and cleaned up the shadow. Their digital version would carry the word ‘LIVE’ in the logo unit. We made sure to knock that off and brought in a clean version of the logo that sat consistently on both the platforms.
EXECUTION
Changing the logo wasn’t going to be enough. Changing the positioning was equally crucial. So we designed a campaign that connected with people at an individual and at a professional level.
‘Think ahead. Think growth.’ became the chant, where the brand connected with the then mindset of people wanting to fight their way through the epidemic.
As extensions to this campaign, Mint also launched several digital activities like webinars, which helped people in reassess their strategies and course correct their way forward.
‘Think ahead. Think growth.’ became the chant, where the brand connected with the then mindset of people wanting to fight their way through the epidemic.
As extensions to this campaign, Mint also launched several digital activities like webinars, which helped people in reassess their strategies and course correct their way forward.
