Cannes Lions

MINE crypto currency corporation

:OTVETDESIGN, Saintpetersburg / LLC MINE / 2019

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Case Film







Positioning and brand style creation for Mine crypto currency corporation


The Company’s brand is aimed at the ultimate consumer market. It was acute to conceive the key drivers and barriers for the audience to define the privileges of relevance.

As a result of the in-depth interviews with the potential clients of the crypto corporation we revealed three behavioral patterns typical for the industry: involvement in changing the future, desire to be special and a need in bright emotions.



New brand positioning was placed in between the drivers for the audience and the new brand ambitions.


We came to reconsider both the world of money and the world at large. Forget the way it used to go. Everything will go otherways. Money, the way we make it and life itself. Faster, more interesting, brighter and more concentrated. Do not look back – there is no sense in doing this. It will never be the way it used to go. Follow the changes – the future is there. We are changing and change the world around us. Join us and change yourself.


Identity System

Brand essence for Mine rests on the changes that it brings to the customers, industry and the world. The dynamic and “moving” corporate style is built on the values of change. Letter “I” in the logo comes as the trigger of change. Having, at root, remained as a constant “I” lives its life and moves within the logo and by changing the angle of slope it transmutes into the new images.

The neat and restrained writing emphasizes brand reference to the cutting-edge technologies. However, the breadth of the corporate style usage shows the brand’s innovative nature and ambitions.


Digital Environment

Digital is the major location for the crypto corporation. Therefore, the comprehensible digital forwarding of the brand essence is essential.

The agency created landing and platform for the cloud mining – one of the brand’s business dimension. The result is the full value application for making payments and monitoring all the follow-up processes. The application is implemented in three types: web, iOs and Android.


As a part of the project we developed a packaging for the mining farms sold by one of the units of the corporation.


The liveliness and brevity of the corporate style allow using it at ease on the wide variety of carriers.