Brand Identity Development
Mint, a private concierge service for high net worth individuals, wanted to ensure its communications struck just the right note with its super-discerning clientele. Beginning with its logo and extending to its web site, look book and other communications, Marc Friedland helped the brand to articulate an understated approach to luxury. In a highly competitive world in which most concierge services clung to old school ideas of opulence, Mint’s more refined take came across as both distinct and authentic. Members worldwide caught on right away. Combined with the superb level of expertise and access Mint offered, the concierge brand grew rapidly—and became the attractive acquisition target its original owners intended.