Creative leader and designer

Mindbody Brand Refresh

Mindbody was founded in 2001, as a software company that helped yoga and fitness studios with scheduling and booking. 19 years later, we had become the largest wellness marketplace in the world. And throughout all the changes, our brand identity remained the same. We needed a refresh that reflected the evolution of our brand.

Role: Art Director, Lead Designer

Understanding our audience

Out of this refresh, we not only wanted a new visual brand guide, but also unified brand positioning and messaging.

We started by partnering with an agency to conduct research. We interviewed customers, prospects, consumers, and internal stakeholders, to see how Mindbody was perceived in the market, and identify new areas of opportunity.

Repositioning our brand

Mindbody was still widely known as yoga and fitness software, and we needed an identity that encompassed all the verticals we now served, and represented wellness as a whole.

We realized that our brand had a strong emphasis on “Body”, and needed to shift equal weight to the “Mind”.

A peek into the new identity

Introducing The Cairn

Our goal behind our new marque was to create a timeless icon to serve as a beacon to those across the globe, lost in the crowded wellness landscape.

Our Cairn is a comforting signal that you’re on the right path, and no matter what stage of your journey, Mindbody is here to guide you.

A unique wordmark

We set out to custom wordmark that conveyed a friendlier, modern, and approachable aesthetic. We lowercased the letters, rounded corners, tweaked and tightened, and also made "mind” and “body” the same width, to symbolize that neither is more important than the other.

Introducing personality

There were a lot of ways we set out to infuse more personality into our brand. A couple of ways we achieved this was through typography and color palette.

We introduced a new typeface, Athletics, that retained the characteristics of our previous sans serif, but also introduced more personality and fun into our brand, and could be used from marketing to product.

We also expanded our color palette to introduce a system of tints and shades, based on our new, muted color scheme.

Wellness for everyone

As a company in the wellness industry, we needed to better represent diversity in our brand and marketing.

A large part of our visual identity was photography, so as part of this refresh, we updated our photography and video guidelines, and used this as an opportunity to capture new assets that better represented our audience: diverse, authentic, and real.

Rolling out the new brand

We rolled out the new brand evolution styling by taking a phased approach, and identifying the key pieces that needed to be updated first for a consistent launch. This included redesigning our B2B homepage, along with our consumer app and web product, for a cohesive user experience.

Where are we now?

After months of collaboration and designing, we successfully launched our new brand in early 2020. This included implementing our new brand positioning, brand guidelines, and messaging.

The only element we decided not to end up with was changing introducing a whole new logo. However, we were still able to update the wordmark to a new typeface in all lowercase, to bring our logo into the modern tech era.

Overall, we consider this to be a big success in our team leading a company-wide initiative to move our brand forward into the future.