Minut
“Define, modernise and make us stand out in an industry where everyone’s doing the same thing.”
The Brief
Minut – a home alarm that respects people’s privacy – asked me to help them find their place in an already crowded market. The competition was coming from Google-sized wallets and the brand visuals didn’t feel like a true reflection of the ethos of the team. Finally, they had a device called ‘Point’ and a brand called ‘Minut’ – we needed to bring clarity to naming too.
The scope started open and in the end we worked on: positioning, narrative, product naming strategy, visual brand, values and tone of voice.
Instead of the concept of safety,
we focused on home.
We thought about what home meant to our customers and to us. What it means in an age when renting is the new normal. It was this thinking around home that unlocked the positioning for Minut.
Our home is our safe space by default. In a world where surveillance is ubiquitous, safety isn’t just about not getting burgled anymore. Meanwhile home is many things to many people, but we still tend to see one conventional view of it – even though it could be a room in a shared flat, a house boat, a hostel when you’re travelling.
When you think about what home needs to be for us in an increasingly data-driven world, then it was respect for the sanctity of home that defines and differentiates Minut.
It’s why they don’t ask you to drill holes, why there’s no cameras and why they’re dedicated to keeping prices down. They understand what home truly is and believe that everyone deserves to be able to protect it without compromising the sanctity and privacy of their space.
Before and After
“Leila knows exactly how to put into words what you already know, but don't know how to say. She can perfectly extract the key things that epitomise your business and word it in a way that is personal and meaningful, to both the people who work for the company, and the people who use the products.”
— Richard, Head of Marketing