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Mindmango

Jupiter 7 is a software development company specializing in Windows based productivity applications for both individuals and the enterprise. Jupiter 7 is a young technology start-up, planning to launch their first product, Mindmango, during the course of 2010. Mindmango is a mind mapping application for the Windows platform. The application, (codename Snowfox) is scheduled to be completed in August 2010.

For the product, we have a logo as well as a mascot (attached). These of course, are central elements to the web site. As you can see from these, we really want to have fun with this product, and almost poke fun at the competition with our tongue-in-cheek, fun, cheeky attitude. The design MUST reflect that. We are yet to name the mascot, so any suggestions will be considered, though that is not a requirement of this brief.

A mind map is a diagram used to represent words, ideas, tasks, or other items linked to and arranged around a central key word or idea. Mind maps are used to generate, visualize, structure, and classify ideas, and as an aid in study, organization, problem solving, decision making, and writing.

The elements of a given mind map are arranged intuitively according to the importance of the concepts, and are classified into groupings, branches, or areas, with the goal of representing semantic or other connections between portions of information. Mind maps may also aid recall of existing memories.

Mind mapping is fast becoming mainstream, with millions of people using the process daily for varying tasks. Our audience is anyone 10 to 40 year olds - in all walks of life, who would use a mind mapping application for many different activities, including, but not limited to
Presentations
Studying
Analysis
Brain storming
Collaboration
Visual data storage
Problem solving
Teaching
Creative collaboration
Project planning & management
Decision making
Planning

Our goal therefore is to sell as many licenses of the product as possible, while at the same time conveying a fun, unique image, whilst still being able to appeal to the corporate market.

In developing Mindmango, a number of key design philosophies were identified, namely
Differentiate from competitors in ALL possible ways
Small footprint (i.e. small download)
Slick appearance - not staid Windows app - NO ribbon / have a visual identity (We have developed the application from the ground up, even going as far as developing our own menu system)
Innovate
Simple and usable
Affordable
Have a WOW factor
Build community
Have fun

We have the attitude of being the underdog with nothing to lose, and we believe that our product is good enough, if not better in many respects, to compete with the established players in the market.

We would like the brand of the product to encapsulate everything described above, therefore a young, fresh, funky product. An underdog in a very staid, bland market. Our objective with this exercise is to stand out from the crowd and be different, both in the application itself and also with our marketing and promotional material. We believe that a Guerrilla marketing strategy would work we for this product. It is crucial that the brand be carried through from the web site, to the application itself, as well as ANY other promotional and marketing material.

The design brief is attached. It covers many different elements, but for the purposes of this project, only the web site elements are in scope. The mascot & logo are also attached.