BRAND JOURNEY
Mineral
Mineral, the next and final phase of our brand journey, signifies the culmination of HR AnswerLink, Mammoth, and ThinkHR.
Three companies now united under one cohesive brand, presenting a fresh voice, visual identity, and tagline: "HR and compliance made simple". Our consolidation serves two purposes. Firstly, it simplifies our identity and communications for partners and clients. Secondly, it enables us to consolidate HR expertise onto a robust platform. By embracing Mineral, we provide a streamlined experience for all relying on us for their HR needs.
I played a significant role in consolidating and rebranding these three companies, collaborating with leadership, agencies, and creatives. Responsibilities included project management, design strategy, template building, and creating marketing collateral. I also provided art direction to team members and stakeholders during design reviews.
PROJECT
Visual storytelling
Collection of diverse illustrations spanning from 2023 - 2024
Developing visually captivating content for blogs extended beyond Mammoth and ThinkHR to Mineral, now representing the merged entities. This transition brought about a fresh aesthetic, featuring intriguing iterations. The showcased pieces embody a brand rejuvenation. Collaborating closely with our innovative creative director to align with the new brand identity, I crafted compelling illustrations to enhance visual storytelling.
PROJECT
Data-visualization redux
Various diverse charts and diagrams spanning from 2021 to 2024
At Mineral, working on data visualization felt familiar compared to my past experiences with other brands. The key difference lay in the invaluable insights provided by our former design director and our current creative director. Mineral's brand refresh embraced a simpler approach to align with our tagline and business strategy. Accomplishing more with less called for strategic planning and close collaboration with stakeholders and our creative director. The following collection showcases the evolution from ideation to final product across both eras of the Mineral brand.
PROJECT
Evolving infographics
Small series of infographics spanning from 2022 - 2023
While working with the Mineral brand; there were several opportunities to develop polished graphics for our partners, clients, and potential audiences. The infographics showcased below were tailored for various stakeholders within the organization at different stages, coinciding with Mineral's brand refresh.
PROJECT
Learn LMS product launch
Showcase of supporting product marketing collateral (2023)
Learn was initially introduced by ThinkHR. Following the merger of Mammoth and ThinkHR, the product was integrated with Mammoth's Insights program. In 2023, Mineral collaborated with OpenSesame to introduce new training courses to the Learn platform. This initiative necessitated the development of fresh product marketing materials. The product launch closely followed Mineral's brand update, providing an opportunity to revamp Learn with a new visual identity. I spearheaded this project, collaborating closely with our creative director and project stakeholders. The assets showcased below encompass an eBook, product catalog, marketing flyers, in-product banners, and a presentation deck.
PROJECT
AI thought leadership
Web page and social media ad design (2023 - 2024)
AI gained worldwide momentum, igniting interest in firms such as Mineral. Recognizing AI's potential to elevate HR consulting for clients, Mineral established an AI thought leadership hub. This initiative aimed to merge Mineral's expertise with valuable resources. Working closely with our creative director and junior designer, I refined the initial concept sketches to achieve a more cohesive visual identity. This effort resulted in the development of a landing page and associated assets. Click here to view the live version of the landing page.
PROJECT
Guided HR Compliance product launch
Showcase of supporting product marketing collateral (2023)
Guided HR Compliance, previously known as HR Complete (HR AnswerLink, Mammoth), is a newly enhanced product offering by Mineral. This product allows Mineral's partners to directly connect with HR advisors, offering a more personalized approach compared to just using the Mineral platform. With previous experience working with HR Complete, I eagerly took on the responsibility of collaborating with our product manager to refresh the materials under the updated Mineral brand. The materials include partner and client welcome kits, marketing flyers, and a presentation deck, all featuring unique hero and spot illustrations to make the revitalized product stand out.
PROJECT
State of the art data-visualization
Selection of diverse charts and diagrams developed for State of HR Report (2023)
Another project that aligned with each brand's needs was the State of the HR Report. The 5th annual report, the second one produced under Mineral, quickly gained traction. Collaborating with Marcom, our creative director, and a junior designer, I contributed to creating numerous sophisticated charts and diagrams to visually represent the data gathered from a survey launched several months earlier. Click here to view more.
PROJECT
These hit the spot
Selection of spot illustrations developed for multiple assets spanning 2023 - 2024
HR AnswerLink Mammoth and ThinkHR both featured illustrations. Mineral follows suit. Since its introduction in 2021, the brand has gone through various phases of illustrative styles. However, the brand refresh in 2023 brought forth fresh new illustrations spanning from hero to spot to hybrid designs. Presented below are some spot illustrations that I crafted for multiple assets and projects, collaborating with our creative director to ensure alignment with our updated look and feel.
PROJECT
One for the books
Showcase of event Marketing collateral for QuickBooks Connect (2023)
Intuit QuickBooks, one of Mineral's key partners, organizes an annual live event. As a partner and sponsor, Mineral seized the amazing opportunity to present its refreshed brand to both current and potential clients and partners, making a lasting impression on the payroll industry. Collaborating closely with project stakeholders, including executive leadership, events personnel, and our creative director, I led the creation of all event assets, ranging from booth design to marketing collateral and speaker decks.
PROJECT
Giving back
Selected holiday gift package design (2023)
Each year at HR AnswerLink, Mammoth, ThinkHR, and Mineral, we had the chance to explore innovative ways to show appreciation to our employees. Following the recent Mineral brand update, the holiday season arrived, presenting a perfect opportunity in 2023 to craft a custom gift box filled with unique company gifts. Collaborating closely with our People and Talent leader and creative director, I undertook the task of designing a distinct concept that integrated elements of the brand refresh and a text style to add depth for an immersive experience.
PROJECT
Dynamic ad content
Collection of digital ads and banners spanning from 2023 - 2024
Digital ad creation was vital for Mineral's TOFU (top of funnel) marketing strategy. Although successful with paid ads on platforms like Facebook and Instagram, Mineral's marketing team aimed to elevate their approach. They sought to develop a series of digital ads that resonated with Mineral's updated brand image and the promise of "HR and compliance made simple." Collaborating with our growth marketing leadership, creative director, and design contractors; I helped lead the effort to standardize our digital ad designs. This supported junior designers and facilitated the management of multiple quarterly campaigns.
PROJECT
In product heroes
Selected hero illustrations developed for in product marketing (2023)
In 2022 and 2023, a key initiative was integrating product marketing into the Mineral platform, fostering better collaboration among product teams and myself. Teaming up with the creative director, my peer, and the senior product designer, as well as stakeholders like product managers, we crafted unique hero illustrations that aligned with the Mineral brand update. Here are examples of illustrations for two HR assessment products: one standard and the other an optional upgrade.
PROJECT
Icon development
Concept, ideation, and designed icons spanning from 2021 - 2024
The launch of the 2021 Mineral brand and the onboarding of our design director marked a significant period for my career and the brand itself. As we aimed to transition towards cleaner and more captivating icons for our platform, website, and marketing materials, I collaborated closely with our design director to conceptualize and bring these newly designed icons to life. The images below depict the journey from conceptualization and ideation to the final product. Additionally, we further simplified these icons as part of Mineral's brand refresh.
PROJECT
Mineral on display
Collection of various designs for large scale display graphics spanning from 2021 - 2024
As trade shows regained momentum following the easing of the pandemic, there was a demand to enhance our strategies by integrating the Mineral brand into expansive displays. I played a proactive role in multiple project endeavors focused on bringing these concepts to life on event materials. Showcased below are a range of projects where I spearheaded efforts, starting from the initial introduction of the Mineral brand to its subsequent revitalization.