Another successful project for our friends at Dover

Dover Refrigeration & Food Equipment, as their name implies, makes things that keep food cool—and lots of other stuff too. In an effort to become a more relevant player in their industry, they recently opened a new ideation center in Atlanta’s vibrant Tech Square. They had a vision of helping customers navigate through a continuously changing and challenging marketplace, and they had a team of top-notch talent in place to run the center. But they were in need of one more thing: An identity.

That’s where we came in.

We started with an initial discovery process to learn more about the center and their goals. This included a comprehensive interview process with key stakeholders within the organization to learn their level of understanding about the center and impressions of the leadership team.

Once complete, we compiled and analyzed the results of the interviews, and began our process of naming and messaging. After several rounds of options and plenty of meetings with our client, the name MindSparq was chosen. From there, we created an entire identity, including a logo, color palette, photography style, brand voice, key messaging points—all wrapped up in a final brand guidelines document.

MindSparq is now officially open and ready to change the future of the food industry. So, the next time you see a change in your supermarket that improves your experience, it may well have come from this group of highly talented innovators.