How can we create gender-inclusive environments where everyone can thrive? Mine the Gap strives to do just this through their DEI consulting services, and when looking for a clear brand identity that embodied their organization’s ideals, Brllnt worked to redefine feminine power and inclusivity through a new logo, messaging, and website application powerful enough to shatter the proverbial glass ceiling.
Mine The Gap equips leaders, industries, and organizations with the strategy and tools to create and sustain gender-inclusive environments. With a full suite of diversity, equity, and inclusion (DEI) services, Mine the Gap helps companies see that their ultimate goals are deeply linked to fostering a workplace where everyone can thrive and be their best selves.
Removing the word “Project” from the name created a more succinct and directive phrase that clearly states what organizations will achieve by maximizing “hidden” resources within their company.
The brand’s messaging and positioning language was clarified, and the imagery used was enrolling, engaging, and empowering.
The logo that Brllnt developed is an abstraction of an unmined block of ore in which precious metals are hidden. It visualizes the digging required to find the gemstone contained within.
The use of triangles symbolizes the strength and endurance needed to achieve gender equality, while the shattered pieces represent the shattering of a glass ceiling.
The animated version of the logo embodies the concept behind its construction: visualizing both a breaking through of limitations and a strength created from the convergence of multiple strong units.
To develop Mine the Gap’s new brand, Brllnt evolved the established brand to better embody the ideals and qualities that the company was hoping to convey.
By moving away from a color palette of power – which can convey strength in an aggressive way and further cement misperceptions of feminine power dynamics – Brllnt was inspired by the “ceiling” aspect of the company’s concept. We instead looked to the natural tones of glass to inform the palette.
Truth and energy combine in this juncture of color, providing connotations of protection and healing.
The typeface Montserrat was chosen for its symmetry and even weight, symbolizing equality and stability.
Mine the Gap now has a strong brand identity and presence that clearly reflect their brand ideals and vision for the future.