Objective
The name, Mimyr, came from “Mímir”, a figure in Norse mythology renowned for his knowledge and wisdom. Tying into this tale was an option, but not a necessity.
Primarily, the message to be communicated in the Brand was: “trustworthy, yet cutting edge and relatable for the average person with a phone that is scared of being ‘hacked', while reliable and intelligent for military customers.”
Overall focus was given to the following themes: Clean aesthetics; Advanced with computer technology, but not too advanced for the average user; “We have your back.”; “David taking on Goliath”; Efficient.