Mindelyn Anderson PhD runs a specialist social consulting business and the time had come to develop a brand as she consciously scaled-up the scope of her work. She'd already decided on the name Mirror Group to reflect (pun absolutely intended) how her work looks directly into the community, and the 'M' device made up of many differently shaped mirrors represents the sheer variety of the people she meets as part of her role.

The logotype has been devised to be clean, contemporary and without fuss. The aim way to remain approachable but serious, due to the nature of Mirror Group's consultancy work, without the brand becoming dated for a long time. Silver foil was chosen to add an edge to the business cards as well as being a visual metaphor for the reflective properties of a mirror. As ever, a set of brand guidelines were created to accompany the brand, including complementary type styles and example report layouts.