Case Study

MIDWAM - Connecting The Future

Brand Identity // Expression

Calling

MIDWAM is a company living in a timeline ahead of its time. Known for being the ﬁrst in the Kingdom to introduce VR/AR experiences, MIDWAM was a ﬁrst-mover. Yet, there still was something off. Their brand identity did not reﬂect this progressive collective mindset... demanding a new identity for the brand.

Insight

Several insights came to play a pivotal role in the R&D phase of identity development. The brand was in a timeline crisis, their ambitions were in the future - yet their identity was in the forgone past. The insights that inspired the exploration phase were the brand concept & personality. Connecting people through experiences, knowledge, and technology. The concept of the MIDWAM, spinning top, served as the main muse.

Solution

The spinning top, midwam, creates effortless circles leaving behind mesmerizing trails. The circles created represent inspiring patterns of deep meaning. Indicating connection between people, through signals, for ﬂourishing knowledge. The futuristic typography represents the brands deep dedication to authenticity. the contrasting color scheme projects the brand's bold stand... MIDWAM is the future.

Impact

An identity that stands the test of time. Even with a recent and current pivoted purpose, the identity remains intact. For its scalability, expansiveness, and futuristic nature... elements that remain true to MIDWAM today and tomorrow.