Different Thinking
Different Thinking made the bug the feature.
Different Thinking
Different Thinking made the bug the feature.
Different Thinking
Different Thinking made the bug the feature.
For a century, neurodivergent minds have been described as faulty: deficit, disorder, impairment. Different Thinking builds AI products for people who think differently, and its mission is to end the waste of neurodiverse potential. It needed a parent brand that changes how those minds are seen, with room for every product it builds.
Overview
We created Different Thinking's brand strategy and positioning, the website and the launch video, and set the direction for a brand world the team will keep building on.
A website you can break. Visitors trigger the glitch themselves and turn its intensity up or down.
For a century, neurodivergent minds have been described as faulty: deficit, disorder, impairment. Different Thinking builds AI products for people who think differently, and its mission is to end the waste of neurodiverse potential. It needed a parent brand that changes how those minds are seen, with room for every product it builds.
Overview
We created Different Thinking's brand strategy and positioning, the website and the launch video, and set the direction for a brand world the team will keep building on.
A website you can break. Visitors trigger the glitch themselves and turn its intensity up or down.
For a century, neurodivergent minds have been described as faulty: deficit, disorder, impairment. Different Thinking builds AI products for people who think differently, and its mission is to end the waste of neurodiverse potential. It needed a parent brand that changes how those minds are seen, with room for every product it builds.
Overview
We created Different Thinking's brand strategy and positioning, the website and the launch video, and set the direction for a brand world the team will keep building on.
A website you can break. Visitors trigger the glitch themselves and turn its intensity up or down.
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, and called the idea generative mind bugs.
The Idea
Your bugs are cool.
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, and called the idea generative mind bugs.
The Idea
Your bugs are cool.
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, and called the idea generative mind bugs.
The Idea
Your bugs are cool.
Unleash
We made the bug part of the identity.
The glitch
A neurological glitch is the brand's signal. It breaks through the website and the print, so the identity looks like it's misbehaving on purpose. On the site, one click makes the whole page bug out.
Unleash
We made the bug part of the identity.
The glitch
A neurological glitch is the brand's signal. It breaks through the website and the print, so the identity looks like it's misbehaving on purpose. On the site, one click makes the whole page bug out.
Unleash
We made the bug part of the identity.
The glitch
A neurological glitch is the brand's signal. It breaks through the website and the print, so the identity looks like it's misbehaving on purpose. On the site, one click makes the whole page bug out.
The bug
A digital bug crawls across the screen before you enter the site, then follows your cursor once you're in.
The bug
A digital bug crawls across the screen before you enter the site, then follows your cursor once you're in.
The bug
A digital bug crawls across the screen before you enter the site, then follows your cursor once you're in.
The wordmark
The serif wordmark keeps shifting on screen and never settles into one shape, because the brand is for every kind of mind.
The wordmark
The serif wordmark keeps shifting on screen and never settles into one shape, because the brand is for every kind of mind.
The wordmark
The serif wordmark keeps shifting on screen and never settles into one shape, because the brand is for every kind of mind.
Launch
The website launched as 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.
Launch
The website launched as 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.
Launch
The website launched as 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.
Grow
Their first product is Eventually, a coaching product for neurodivergent people and different thinkers. We also worked on its identity and product development, and it's coming soon. After that, Different Thinking plans to build for learning and work, and we built the brand so each new product can sit inside it.
Grow
Their first product is Eventually, a coaching product for neurodivergent people and different thinkers. We also worked on its identity and product development, and it's coming soon. After that, Different Thinking plans to build for learning and work, and we built the brand so each new product can sit inside it.
Grow
Their first product is Eventually, a coaching product for neurodivergent people and different thinkers. We also worked on its identity and product development, and it's coming soon. After that, Different Thinking plans to build for learning and work, and we built the brand so each new product can sit inside it.