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Work overview

Electric Mind

Grounded in Excellence, Engineering the Future

Client: Electric Mind

Timespan: May '24 - Nov '24

Key Focus: Brand, Website

When a respected engineering consultancy like Intelliware chose to step boldly into the world of AI and emerging technologies, their brand struggled to keep pace. The company had a long-standing reputation for precision and reliability, yet the identity anchoring that reputation no longer reflected the future they were preparing to lead. What began as an engineering powerhouse needed to evolve into something more ambitious: a brand that could hold its ground in the fast-moving AI landscape without losing the depth and dependability that defined its heritage. The transformation from Intelliware to Electric Mind became exactly that evolution - a shift from a dependable suit to a high-voltage spark. The outcome was a brand that honours where they come from while embracing where they are heading, recognised today not only for the solutions they build but for the intelligence and imagination powering them.

The Strategic Unlock: The Pragmatic Innovator

Early in the process, a crucial insight surfaced. Their true competitive edge wasn’t contained in their technical outputs; it lived in their way of thinking. Electric Mind operates at the intersection of logical precision and imaginative exploration, a blend of left-brain rigour and right-brain creativity that allows them to solve complex challenges with both analytical discipline and inventive flair.

This understanding shaped their new positioning as The Pragmatic Innovator - a company confident enough to push into new territory and grounded enough to deliver outcomes that work in the real world. Their brand promise is rooted in whole-brain intelligence: the ability to bring diverse perspectives together and translate complexity into clear, actionable solutions.

The Creative Execution: Ingenuity in Motion

Creatively, the identity brings this duality to life through the visual and kinetic language of electrical and neural pathways. The name Electric Mind serves as a statement of intent, capturing a sense of constant movement, connection and intellectual energy. The visual universe reflects this through dynamic, synapse-inspired forms, typography that balances clarity with character, and a voice that speaks with confidence and momentum.

This wasn’t a surface-level refresh - it was a comprehensive overhaul. The strategic platform, visual identity, website, custom photography and launch activation in Toronto were all built to signal a brand stepping into its future with purpose and power. In every expression, Electric Mind demonstrates that they aren’t here to follow the rules. They are here to advance the field.

An Identity Built for What Comes Next

Today, Electric Mind stands with a renewed presence that feels both inevitable and entirely their own. The brand resonates across audiences - from engineers to executives - because it reflects the full spectrum of who they are: deeply technical, inherently curious and ready to shape the next era of AI. It is an identity built not for where they have been, but for everything still ahead.

Related work

Montreal Metropolitan Airport

Designing calm in motion

Client: MET

Partnership Lead: Sofia G-W

Timespan: Nov '24 - Oct '25

Key Focus: Digital Experience

Stress is the invisible passenger. Airports are places of constant movement - arrivals, departures, anticipation, goodbyes. But for most travellers, that movement starts with stress. MET Airport wanted to change that. The mission was to turn its website into a calm, intuitive companion that simplifies the travel experience and builds trust before passengers even reach the terminal. Our research showed travellers often skip airport websites altogether, heading straight to airlines for flight info. Why? Complexity. So we stripped things back. Every pixel of the new MET site was designed to lower cognitive load and raise confidence - a “calm companion” built around mobility, innovation, and organisation.