CLIENT:
MIT Center of Collective Intelligence
ROLE:
Designer / Strategist / Creative Direction
TEAM:
Lee Moreau of Other Tomorrows
Supermind Design is a methodology that creates new possibilities for a future woven together by people and computers. The goal of Supermind Design is to generate many ideas by using ‘moves’ to increase the chances of finding a few unconventional good ones. By ideating in this way, it shifts how we approach problem-solving in a group format and is a complement to other design approaches such as design thinking, agile, participatory design, etc. To build more awareness and perceived value for this tool, it needed a brand.
A brand strategy was developed to articulate the Supermind Design ‘why’ and created frameworks to help the team connect their decisions back to their purpose. I created a flexible design direction that the team felt connected to and could withstand the test of time. I built out the visual system and created the design intent for their website, primer assets, and digital presentations.
Supermind Design is for a range of people, from consultants to managers, thought-leaders, and students who are interested in ideating in a new way. Because the brand is associated with MIT, it created a unique positioning moment for the brand, one that had to balance academic credibility with ingenuity.
The brand direction communicates the relationships of machines and people working together in new ways. It demonstrates the idea of “collectives” (or groups) visualized through use of iconic shapes that combine and intersect in different ways to form new compositional relationships. After all, collaboration is not 1-dimensional.
The primer is a print-at-home guide that explains what Supermind Design is and breaks down how each of the ‘moves’ work. It was organized to be read in a digestible way, told through an icon system as an identifier for each of the moves.
