Skip to content
Brett S. Traylor Creative Direction & Design

Mindtree

Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.

India-based Mindtree, an enterprise IT consulting firm, called on us to help clarify and differentiate its marketing materials. In response, we updated their brand positioning and identity, built out a broad cache of new visual resources, and established a clean, clear messaging strategy. With an emphasis on both digital innovation and human ingenuity.

Mindtree image brochure cover with the headline "Your future—ahead of schedule"

Our team members aren’t IT experts. Or aviation experts. Or financial pros. But we’re really good at listening, understanding, and taking on our client’s challenges as our own. The Mindtree work is another great example of this.

Brett Traylor, Executive Creative Director, Bst.

Mindtree Flywheel, showing a ring of arrows connecting four circles labeled Customer Success, Cloud, Enterprise IT, and Collaborative Intelligence & Analytics. Caption at center reads: Powering Continuous Business Transformation
Four icons representing Consumer Packaged Goods (lotion bottle), Enterprise Technology (computers), Travel & Hospitality (suitcase), and Higher Education (graduation cap).

We created the Mindtree Flywheel as a central graphic for the sales materials. It does double duty, reflecting the integration of the company’s services while also giving the sales teams a powerful metaphor to use with clients: When technology infrastructure is properly set up and deployed, it becomes a self-fueling engine for digital innovation. This is what Mindtree delivers.

We also developed a library of custom-drawn iconography, and detailed guidelines for expanding it in-house. In a sector fraught with clipart, high quality, consistent icons helps Mindtree punch above its weight.

Close-up of Mindtree’s company brochure resting on a table.
Spread of company brochure with the headline "Get out in front"
Spread of company brochure with the headline "Who do you turn to?""
Spread of company brochure with the headline "From vision to viable plan""
Spread of company brochure with the headline "Sharpening the edge""

The company brochure, “Your future—ahead of schedule,” underscores Mindtree’s role as both an innovator within technology services and an empathetic partner in helping clients achieve their digital transformation goals. This piece provided the company’s leadership with a much-needed showpiece that tells the entirety of the Mindtree story in a sophisticated package.

A cover slide from the Mindtree sales deck reading “Welcome to possible”
A slide from the Mindtree sales deck that shows firm statistics
A divider slide from the Mindtree sales deck
A case study slide from the Mindtree sales deck
A case study slide from the Mindtree sales deck
A case study slide from the Mindtree sales deck

We wrote and designed a new PowerPoint sales deck to bring clarity and vibrance to Mindtree’s overarching value proposition. The high-impact slides and accompanying sales script creates a presentation that gives audiences the proper context without putting them to sleep. These static slides are accompanied by customizable templates so that sales and product teams can add more client-specific content on a meeting-by-meeting basis. The result is an efficient way to bring more efficacy and consistency to a deck used by many different professionals across the global firm.

Cover of Mindtree Brand Book: “Our brand: A guide to one of our most important sales tools.”
A spread from the Mindtree Brand Book with the headline "The definition of 'brand identity.'
A spread from the Mindtree Brand Book with the headline "What our brand represents"
A spread from the Mindtree Brand Book with the headline "Communicating our brand values—visually"
A spread from the Mindtree Brand Book with the headline "Brand Voice"

We also created a brand book that’s accessible to all Mindtree employees. It explains what the brand stands for, how a consistent and compelling brand sets employees up for success in whatever role they are in, and how non-designers and non-marketers can use and protect the brand identity.

Woman reading from tablet
Three Mindtree workers working on large touch-screen
Figure holding smartphone displaying QR code
Mindtree employee opens a presentation
Two Mindtree employees collaborate on laptop
Man working on laptop at outside cafe

To differentiate Mindtree in a marketplace crammed with stock photos of computer code, grids, and fiber optics, we conducted a global photoshoot of the company’s actual employees. Actors and extras stood in to represent Mindtree’s clients and their end-user customers. The result is a photo library of over 100 images (and thousands more to mine down the road) that Mindtree and its creative partners can use across materials.