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Client
Minim
CAtegory
BRAND IDENTITY
CREATIVE
Natalie Narh
Product Duration
8 Weeks
BRIEF
Minim, a new product from The Republic, set out to build an AI-powered platform that makes African stories and news more accessible by transforming written content into audio using real human voices. We were to develop a cohesive brand identity for the brand.
DEVELOPMENT
The challenge was to create a strong, independent brand identity and intuitive user experience that reflected its mission of accessibility, cultural authenticity, and innovation, while distinguishing it from its parent brand, The Republic.
CHALLENGE
We developed comprehensive brand guidelines and a UI/UX design system that brought Minim’s purpose to life. The brand direction combined symbolism inspired by African communication traditions like sound waves and the rhythmic storytelling of drums with a contemporary, tech-forward aesthetic. On the UX side, we designed a clean, scalable interface in Figma and implemented a Retool dashboard concept to help the team track user activity, content generation, and voice usage in real time.
Solutions
The result was a cohesive, future-ready identity and product interface that positioned Minim as both a cultural and technological bridge. The brand now communicates its purpose clearly across digital touch points, while the design system and Retool-based admin tools empower the team to manage growth and analytics efficiently as the platform evolves.
