Stimulus is a skateboard company that required complete strategic thinking for all aspects of it's creative output. Mineral are responsible for everything from name generation through to advertising, copy writing and all other creative output and implementation.

Skateboarding is a often seen as an anti-social and destructive pastime. Often misunderstood by those not involved Mineral identified that it is indeed a highly creative endeavor often becoming the primary focus of those involved. The name Stimulus is reflective of everyone and everything connected with skateboarding. Every skateboarder influences the other, be it the way they skate, what they skate, what music they listen to, what books they read. Each skateboarder acts as stimulus to the other. The name Stimulus reflects this suggesting the company is not just another selling them product but engaging with them and also being influenced by them.

The primary identity was developed to be quickly recognized by other skateboarders without the need to be read and also acts as a device of recognition in labels etc. The simplicity was deliberate to ensure that when team members were photographed for magazine shoots the Stimulus brand was visible even if it was not the primary focus.

Devices such as 'go skateboarding' and 'experience pleasure pain love life live better wear stimulus' are used as positive reinforcements of brand message and connection with the consumer.