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Constructing a New Identity for Minimax as Builders for Designers

Consumer Goods & Services
Infrastructure
Interior

Rebranding Interior Construction Company For Designers & Consultants

SOLUTIONS WE PROVIDED

Minimax is an interior construction solutions company based in Singapore, specialising in commercial, retail, and residential interior projects for interior designers and consultants. The company delivers a comprehensive range of interior construction solutions, including project management, technical support, renovation, and maintenance, enabling interior designers and consultants to rely on them for seamless project execution. Minimax also provides rapid design development, allowing interior designers and consultants to realise their design concepts with ease, effectiveness, and efficiency. Lastly, Minimax offers transparent pricing with detailed specifications, helping interior designers and consultants make informed decisions regarding their design and budget.

THE CREATIVE CHALLENGE

Minimax faced a significant challenge in clearly communicating their core competencies. Previously, their brand positioning was unclear, leading potential clients to mistake them for interior designers rather than their true expertise in interior construction. This ambiguity attracted an unsuitable range of clients, resulting in mismatched expectations and unsatisfactory project alignments.

Moreover, Minimax’s previous website did not adequately highlight their specialized interior construction services, further confusing potential clients. The lack of a focused digital presence led to a disconnect between what the company offered and what clients expected, making it challenging for Minimax to secure projects aligned with their core strengths.

THE SOLUTION

The rebranding initiative successfully repositioned Minimax as a specialized provider of interior construction solutions, effectively distinguishing them from interior designers. The new brand essence, “Built for Designers,” conveys their unique role in supporting designers, helping to attract the appropriate clientele and setting clear expectations.

Additionally, the website underwent a complete overhaul to enhance the user experience and user interface, ensuring alignment with the new brand identity. The minimalist design, paired with language that resonates with designers, has improved both client engagement and retention. This modernized identity communicates Minimax’s expertise in interior construction, emphasizing their commitment to delivering high-quality solutions tailored to the needs of designers and industry professionals.

BRAND STORY

In the dynamic world of interior construction, Minimax builds possibilities and turns minimal concepts into maximum marvels. Our tale begins with a promise of ease and simplicity. At Minimax, we believe in seamless project execution. With our expertise in commercial, retail, and residential interior projects, we unravel the intricacies of design for our interior design and consultancy partners. As 'Builders for Designers', we elevate spaces by turning our partners' creative visions and blueprints into awe-inspiring realities. From the minimalistic foundations of an idea to the grandeur of its maximum potential, we traverse the realms of possibility, infusing each space with the promise of transformation. At Minimax, we don't just construct spaces; we craft experiences that push the boundaries of what's possible and create spaces that captivate and inspire.

BRAND IDENTITY

This graphic style further communicates the idea of nothingness to reach the maximum point, portraying the meaning of the brand name (minimummaximum) by incorporating visual motifs of intervals and space. It integrates stacked lines and symbols (plus, minus, arrow, etc.) derived from minimum and maximum.

BRAND TOUCHPOINTS

Minimax’s brand identity is meticulously applied across all its touchpoints, ensuring a consistent and cohesive representation of its core message, “Builders for Designers.” The brand’s logo, typography, and colour palette reflect modernity, precision, and creativity, with the logo symbolizing flexibility and progression through its slabbed “M” design. The chosen earthy tones, paired with the modern typography, create a professional yet approachable aesthetic that resonates with the brand’s audience. The imagery used in Minimax’s branding emphasizes attention to detail, craftsmanship, and the collaborative process, reinforcing its role as a specialist in interior construction for designers.

Digital and print applications, including business cards, social media, and drawing templates, align with the brand’s identity, delivering clarity and professionalism at every interaction. The website serves as a digital portfolio, showcasing Minimax’s expertise and commitment to transforming designers’ visions into reality. By ensuring a seamless experience across all touchpoints, Minimax positions itself as the go-to partner for designers seeking specialized construction solutions.

BRAND ROLLOUT

The brand rollout for Minimax centered on equipping the team with a comprehensive brand manual to ensure consistent implementation of the new brand identity across all channels. This manual provided detailed guidelines on the use of the brand’s visual elements, tone of voice, and messaging to maintain cohesion in communications, both internally and externally. By distributing this manual, Minimax empowered its staff, contractors, and partners to align with the newly refined brand positioning, ensuring every touchpoint—whether business cards, digital platforms, or marketing materials—communicated the company’s core message effectively. This structured approach laid the foundation for a unified brand experience as Minimax continued to grow and expand its market presence.