Mimica focuses automation teams on high ROI opportunities by ranking processes by what % of the process is automatable, and how easy it is to automate. They are an AI solution that generates complete blueprints for end-to-end processes, reducing deploy times for even the most complex processes. Their machine learning algorithms analyse and merge recorded actions into an accurate process map, allowing teams to prioritise hundreds of processes.

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Placing emphasis on efficiency and clarity, Sēon developed a new brand identity for Mimica, establishing a new logo, website and illustrations to aid meaning of a complex offering. 

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The new logo is designed to capture a process being mapped, with the grounding geometric underscore operating as a progress bar, following a guiding line suggested by the circular glyphs. This graphic element was repeated throughout the website, used in lieu of paragraph rules, to establish clear hierarchy and break up sections of dense copy.

 

The typeface Sēon selected for the wordmark has a friendly sense of approachability, but feels streamlined and uniform thanks to the perfectly circular letterforms. 

 

Mimica’s new colour palette consists of purple and pink in vibrant, hot tones, muted when used in conjunction with a high-tech grey. To add visual interest, Sēon established a futuristic gradient to break up the flow of the site.

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Sēon also explored new ways to capture Mimica’s offering in an accessible format, identifying concepts that might prove confusing and workshopping visual representations of the ideas to ensure every aspect of the Mimica process could be easily graspable.

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Using an isometric grid, these illustrations introduce human figures interacting with the software to lend an approachable feel to the website.