Mimix | Athletic Company Branding

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Created: 11/28/11
Last Edited: 12/04/12
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Description
Mimix is a fictitious company that supplies hi-tech sportswear and accessories for athletes and the game itself. We do what other sporting brands can’t: inspire, define and challenge the world of athletics.

Through biomimicry Mimix has created new technologies based on the anatomy and structure of the dragonfly. Optimizing athletic performance and precision is effortless as these technologies work together seamlessly by improving overall maneuverability, reducing injury with better shock absorption, and eliminating extensive controversy by bringing better accuracy to instant replays and race finish lines.

Mimix is dedicated to holding a high standard in all aspects of its brand.


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This is all work from my senior show project. A semester worth of research on possible technology in the future. I decided that biomimicry was a great direction to go in.

As mentioned above the technology is based off the anatomy and structure of the dragonfly; the facets of the dragonfly's eyes allow it to see more accurately, the structure of the dragonfly's body allows better maneuverability, and the dragonfly's shell is a great shock absorber.

After the research was finalized we created a name and an identity for the company. I created a stationery set including business card, letterhead, and envelope, wall signage, and a shoebox with labels (the shoes are Nike Free shoes - the Nike logo on the shoes was digitally removed for the purpose of presenting this project...I did not design the shoes myself). Additionally, I have created a magazine ad, a technology card, technology brochure, guideline book, and photographed a number of athletes for the marketing material.


  • Nature's evolution inspired Mimix to develop technologies based on the anatomy and structure of the dragonfly. Each one unique, yet, when brought together they harmonize with the body in order to optimize athletic performance, precision, and safety, establishing the athlete's revolution.  
  •  BUSINESS CARDS // DIE CUT, UV COATING ON FRONT (LOGO/WORDMARK)
  • SHOE BOX // DIE CUT, PAINTED CORRUGATED SLEEVE (WHITE EXTERIOR, PURPLE INTERIOR) - TRANSPARENT, ACRYLIC BOX

    SHOES // THESE ARE FANTASTIC NIKE FREE iD RUNNING SHOES.  FOR THE CREATIVE PURPOSE OF THIS STUDENT PROJECT I HAVE DIGITALLY REMOVED THE NIKE LOGO.
  • SHOE BOX // DIE CUT, PAINTED CORRUGATED SLEEVE (WHITE EXTERIOR, PURPLE INTERIOR) - TRANSPARENT, ACRYLIC BOX

    SHOE BOX LABEL // DIE CUT PAPER LABEL - SHOE NAME (WOMEN'S FEIRIE, WOMEN'S VERVE, MEN'S PULSE), TECHNOLOGY SPECIFICATIONS, SIZING

  • STATIONERY // DIE-CUT BUSINESS CARD, UV GLOSS COATING (FRONT LOGO/WORDMARK) - LETTERHEAD (MIMIX SOLID PURPLE ON BACKSIDE) - ENVELOPE (MIMIX SOLID PURPLE ON INTERIOR)
  • MIMIX PRINT ADVERTISEMENT
  • TECHNOLOGY INFORMATION CARD // CARD EXPLAINING IMITECH TECHNOLOGY TO BE INCLUDED WITH VARIOUS APPAREL (SHOWN BEFORE THE SINGLE FOLD)
  • TECHNOLOGY CARD (INSIDE v.1) // CARD EXPLAINING IMITECH TECHNOLOGY TO BE INCLUDED WITH VARIOUS APPAREL (SHOWN BEFORE THE SINGLE FOLD)
  • TECHNOLOGYCARD (INSIDE v.1) // CARD EXPLAINING IMITECH TECHNOLOGY TO BE INCLUDEDWITH VARIOUS APPAREL (SHOWN BEFORE THE SINGLE FOLD)
  • TECHNOLOGYCARD (INSIDE v.1) // CARD EXPLAINING IMITECH TECHNOLOGY TO BE INCLUDEDWITH VARIOUS APPAREL (SHOWN BEFORE THE SINGLE FOLD)

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