Mimir identity & website

Equipping the future of AI solutions

The Italian software and AI solutions provider, xtream, was looking to create a separate brand for their growing AI department. We created a new brand with loads of goatness while containing a professional tech look!

brand strategy

visual identity

website design

brand resources

Balancing Tech Credibility with a Human Touch

That was the challenge we tackled with Mimir—a company pioneering AI-driven knowledge management.

In an industry often dominated by sterile, hyper-technical branding, Mimir needed to stand out. The goal wasn’t just to look intelligent—it was to strike the right balance between tech authority and human approachability, ensuring that the brand felt as intuitive and welcoming as the technology itself.

Before we even touched design, we needed to deeply understand the landscape Mimir was entering. We started with a thorough market research phase, analyzing:

🔍 Competitors – We mapped out the AI and knowledge management space, identifying visual and tonal patterns. This revealed a clear opportunity to differentiate.

📈 Industry Trends – We examined how AI and enterprise technology brands were evolving, ensuring that Mimir’s identity felt future-proof rather than just following current design trends.

🗣 Workshops with Stakeholders – We facilitated discussions with Mimir’s leadership and key users to align on their vision, values, and audience needs.

From this, we refined Mimir’s positioning around three key pillars:

✅ Professional, yet fresh – It had to instill trust in enterprise clients without feeling rigid or generic.
✅ Tech-forward, yet human – Smart, but not intimidating.
✅ Innovative, yet approachable – Cutting-edge, but not alienating.

By anchoring the brand in these dualities, we ensured Mimir would stand out in an industry full of predictable aesthetics.

Strategic Foundations: More Than Just a Pretty Brand

Website UX: Clarity Over Complexity

Mimir’s website needed to reflect the brand’s intelligence, but without overwhelming users with technical jargon or excessive design flourishes. We approached the UX with:

A clear content hierarchy – The site was structured to guide users smoothly, making complex ideas digestible and engaging.
Subtle interactivity – Small, thoughtful micro-interactions make the experience dynamic without feeling over-engineered.
Scalability and flexibility – The modular design ensures Mimir’s brand presence remains strong as they grow.

Custom Illustrations & Animations Library

It's crowded out there! You need to sprinkle originality and goatness on everything you do - and what better way of doing that than with custom illustrations and movement?!

The Result

A Brand That Feels Both Cutting-Edge and Human while being easily maintainable!

Mimir’s new identity and website successfully position them as an innovative leader in AI-powered knowledge management—without falling into the usual traps of being too cold or too playful. The brand exudes expertise while still feeling engaging, intuitive, and distinctly human.

An exhaustive brand book, guidelines, and Canva templates were created to make the brand manageable and maintainable without continuous designerly work.

At Goatness, we don’t believe in choosing between tech and personality. We design brands that balance both.

Deliverables