Mirror Mirror is a design agency specialized in branding and visual communication.
We merge creativity with a keen understanding of commercial appeal, and combine artistic intuition with strategic insights.
Building connections through branding
We strongly believe branding is a dialogue. A close cooperation with our clients is always the starting point to solidly connect. It increases customer involvement, creates internal support and ownership. Moreover, this working method guarantees a strong feeling and understanding of your brand. It enables us to effectively translate your story and make it connect.
Our goal is to deliver creative and striking design that seamlessly fits in with the objectives of our clients: to position and distinguish themselves by bringing a convincing brand story.
Project gemaakt voor izzzi in de Kleding & Accessoires industrie voor een B2C publiek. izzziSometimes designing a brand is like naming a baby What’s in a name? In some cases, the best you can do for your clients is proving them wrong. So when a duo of very passionate entrepreneurs approached us to brand their innovative carrying solution for new-born babies we first had to convince them to reconsider the name of their brand. An extensive naming exercise and thorough reflection and research persuaded them to kill their darlings and follow our lead.Say hello to izzzi then. A strong brand where a simple wordmark says it all. The ‘i’ characters at either end symbolize the parents and the ‘zzz’ stands for the comfortable safety in between. And there’s probably no need to emphasise izzzi is phonetically pronounced as ‘easy’. Furthermore, in order for it to carve its own niche somewhere between sling and carrier, it was requisite to the concept that the brand name could evolve to a noun/name denoting the product. It’s no coincidence that Izzy happens to be one of the cutest an coolest unisex baby names out there. Finally, our tagline ‘Love To Carry’ drives home the message that izzzi is a product you’ll love to carry your love with.
Project gemaakt voor Pro League in de Sport industrie voor een B2B / B2C publiek. Pro LeagueTraining a brand to become its own The Pro League strives to be an organization where the local football experience, professionalism, innovation and growth are central. Their ambition is an increasingly stronger Belgian professional football league. A strong and clear proposition. But when it came to a striking visual identity representing these ideals, Pro League wasn’t playing in the big leagues just yet. Historically, brand identity had always taken a step back, being subsidiary to sponsorship and licensing guidelines. In rebranding the organisation, we effectively had to exorcize this subordinate modesty and help the brand become its own without alienating or jeopardizing existing partnerships. As a result, the new Pro League identity is the signature of a confident, newly reinvigorated organization. After a period of relative anonymity, the brand and the values it stands for are unapologetically brought to the forefront by a powerful, distinctive and stylistically contemporary logo. As the core of the Pro League’s activity revolves around managing and organizing football competitions in Belgium. The logo appropriately ‘organizes’ two distinct graphical elements representing the two most prerequisite aspects of football competition: One ball and two teams. Besides illustrating the intrinsic aspect of competition, the Pro League brandmark elements also embody other characteristics associated with the most beautiful sport in the world (and the televising thereof). Especially in motion, the visual identity evokes focus, dynamism and play.The ‘Closer To Football’ baseline strongly communicates the aforementioned love for and proximity of local football. The core products of local competition are brought both geographically and emotionally ‘closer’ to the consumer than foreign and/or international leagues. Pro League literally broadcasts local football into fans’ living rooms, and figuratively brings it closer to their hearts. Next to firmly stating what Pro League stands for, the baseline is also a dynamic communication tool. As the individual interpretation of ‘closer’ can be very personal, the line can be adapted and personalized to targeted (local) messages or even campaign slogans. Effectively bringing the communication closer to home.
Project gemaakt voor Antwerp Management School in de Onderwijs industrie voor een B2B / B2C publiek.Antwerp Management School - An open and dynamic identity with a strong personalityWith the move to a brand new campus on the horizon, Antwerp Management School (AMS) was ready for a new visual identity system that reflects the unique mission, vision and values of this ‘future proof’ institution. Antwerp Management School is anything but a run-of-the-mill business school, but the brand lacked a clear voice to express its unique approach. Contradictorily even, AMS having a rather conservative and generic visual identity made their competitors stand out more vividly with little effort. Extensive workshops with all business unit leaders helped us gain insight on the specific nuances in tone needed for the different target groups. A closer analysis of the overall brand architecture led us to eliminate all existing sub-logos and opt for a much more uniform umbrella identity. We proposed a complete re-branding that is highly identifiable and tailored to the future vision, preferring revolution over evolution and installing —at least formally— a complete break with the past.Imperative to our contemporary, dynamic approach is the new logo. The central M represents a solid basis while also symbolizing the competence of the Manager in an exceedingly more turbulent and transforming (business) world. The cut-off letters A and S not only represent this transformation, but also refer to an upward movement (arrow) and a the river running through Antwerp (De Schelde). As an integrated visual element, the logo also becomes much more than a traditional wordmark. A the blueprint for a three-column grid applied throughout the entire system, it ensures remarkable brand recognition in a playful and dynamic way.
Project gemaakt voor Royal Belgian Football Association in de Sport industrie voor een B2C publiek.Royal Belgian Football Association - Re-designing an iconRiding the momentum of internal reorganization and competitive success of the Belgian Red Devils, the Royal Belgian Football Association asked us to design a completely new visual identity for their institution including the sub brands Belgian Red Devils, Belgian Red Flames and the Official Belgian Fan Club 1895. Belgium has throughout it’s relatively short history been perceived as a bizarre contradiction: A humble, but proud country. Appropriately, the design briefing was in essence typically Belgian in its duality: Do something new without changing the old. The real challenge in transforming the traditional, bilingual ‘KBVB/URBSFA’ to a more contemporary and international ‘RBFA’ lay therefore not only in re-designing an icon, but also in mustering support for innovation within a conservative institute and its fanbase.
Project gemaakt voor Sonhouse in de Media industrie voor een B2B publiek.Sonhouse - Sounds like a rebrandingIn 2018 Sonhouse arose from the merger of two important players in Belgian Sound production: Sonicville and Roundhouse. By combining skills in sound production and sonic branding Sonhouse is now offering both sound production and (creative) sound consultancy. Sonhouse is working for film, tv, advertising and branding and has a team of talented young professionals and experienced specialist to make every briefing sound like an award winning soundtrack.We were asked to capture the similarities and differences in one cohesive brand that would feel right for both companies. The new brand also needed to be ready for international ambitions which by now already took shape in Sonhouse Paris, a first branch in France. We worked closely with our very ambitious and demanding client to deliver the best possible result together. Sonhouse really wanted to kick-off the launch with a big bang and develop a complete set of communication tools for the new brand. From internal brand assets such as sweaters and coffee mugs, to external assets such as advertising, social media and spatial design. This case won a Silver Creative Belgium Award in branding.
Project gemaakt voor Jordà in de Voedsel industrie voor een B2B publiek. Jordà - Fine food innovations Culinary innovator Maarten Jordaens’ tenure at the stove in the steamy kitchens of various Michelin rated restaurants stoked his passion for bringing dishes and desserts to a next level by adding crispy texture toppings. Not only a chef but also a true entrepreneur, he won the ‘Grand Prix Sirha Innovation 2019’ with the concept vinegar flakes, and also received the ‘Gault Millau Culinary Innovators Institution Award 2019’ for the development of his own range of crispy topping products. To brand his unique line of fine foods we devised the name Jordà, a Catalan variation on founder Jordaens’ surname. Also referring to his place of inspiration Barcelona —where a first partnership with the world-renowned Adrià brothers signaled the de facto inception of the brand— a distinct typeface treatment brings exotic flair to the identity. A broad palette of subdued exotic tones evokes the flavors of a spice market and categorizes the product range with playful iconography. We designed brand architecture, logo, graphical elements and a set of guidelines for subcategories, product labels, POS and more.
Danny Pauwels beveelt dit bureau aan
Isabel Van den Broeck beveelt dit bureau aan
Louis Demeyere beveelt dit bureau aan