Blink Twice
Introducing Different Thinking
A brand for people who think differently, built on one idea: your bugs are cool.
For a century, neurodivergent minds have been described as faulty, in words like deficit, disorder and impairment. Different Thinking builds AI products for people who think differently, and its mission is to end the waste of neurodiverse potential. Its website and launch video are now live.
The Unlock
Software has an old joke for behaviour nobody planned: it's not a bug, it's a feature. Different Thinking's founding belief says the same about the brain. Cognitive diversity is a feature, kept by evolution because groups with different minds adapted better.
We built the brand on taking that joke seriously. We called the idea generative mind bugs, and it comes down to four words: your bugs are cool.
Building the Brand World
The Signal is a neurological glitch. It breaks through the website and the print, so the identity looks like it's misbehaving on purpose. On the site, visitors trigger the glitch themselves and turn its intensity up or down, and one click makes the whole page bug out.
A digital bug crawls across the screen before you enter, then follows your cursor once you're in. The serif wordmark keeps shifting and never settles into one shape, because the brand is for every kind of mind.
The Launch
The website is the company's home, with the manifesto at its centre. It ends: "We're the bugs. We're working as intended." The launch video opens on the same thought: every idea that moved the world started in a mind that worked differently.
What's Next
Different Thinking's first product is Eventually, a coaching product for neurodivergent people and different thinkers. We worked on its identity and product development too, and it's coming soon. After that, Different Thinking plans to build for learning and work, and the brand has room for each new product.