Branding for a new fitness and wellbeing platform reimagining men’s health.
Men’s health has always been a touchy subject, particularly mental health, with men refusing to open up about internal struggles and conflict. Meus is on a mission to help change the conversation men have themselves, and others and give all men the tools they need to succeed.
Founder Mark White reached out to us in the Summer of 2020 with a vision to transform the way men approach their fitness and wellbeing through a full 360 approach from strategy, branding and design.
The Challenge
The men’s health and fitness industry is a heaving marketplace of new pursuits and companies. As a result, it’s incredibly saturated. The goal challenge for us was to give MEUS its own voice amongst a sea of others, and allow it to truly distinguish itself from surrounding competition.
Brand Name
After initial conversations, and workshops with the platform founder, as well as the core team the term MeUs was born.
The name comes from the combination of, you guessed it, Me and Us. However, far from being just a random combination, its aim was to symbolise the coming together of different people in pursuit of the same goals. As individuals, we all have different needs, but as a collective, we can all help each other to achieve them.
The Identity
The core brand palette is simple, clean and easy to implement. The primary brand colour is Orange, A colour which sparks excitement, excitement, enthusiasm, and warmth it is also associated with a new beginning, and growth. As MEUS lives primarily in the digital world, we developed a secondary palette is reflective of this to be used across platforms such as social media, and digital correspondence. It is bright, welcoming and loud.
We utilised two typefaces for the MEUS brand. One bespoke typeface called, ‘MEUS’ used as a headline font. The secondary typeface we chose was Neuzeit Grotesk to further add a humanistic feel to the brand.
“
Studio BND understood what I was trying to achieve from our very first conversation. They turned my vision into reality.
Mark White – Founder
Social Design
Community while sometimes seen as a buzzword is often the life force to any successful brand, and something they were very keen to develop within MEUS.
Based on the brand’s core audience Instagram was quickly recognised as a key platform for building this community. As a result, we developed an array of socially charged templates to help engage with men and quickly build a community within the MEUS platform. These consisted of questions, tips and advice, activities and general inspiration posts. With the overall aim of inviting people into the MEUS platform and increasing registrations.
Brand Book
Alongside all creative elements, we also worked with MEUS to run a series of focus groups, and workshops to develop a clearer understanding of their target audience and market positioning. We then created a comprehensive brand book which dives into the culture of the platform, their do’s and do not’s, and overall tone of voice.
REIMAGINING MEN’S HEALTH
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Men’s health has always been a touchy subject, particularly mental health, with men refusing to open up about internal struggles and conflict. Meus is on a mission to help reimagine the conversation men have with themselves, and others, while giving all men the tools they need for personal transformation.
THE CHALLENGE
The men’s health and fitness industry is a heaving marketplace of new pursuits and companies. As a result, it’s incredibly saturated. The goal challenge for us was to give MEUS it’s own voice amongst a sea of others, and allow it to truly distinguish itself from surrounding competition.
THE IDENTITY
For the core identity of the brand, we chose a vivid Orange for the primary colour to signify new beginnings and spark excitement, excitement, enthusiasm. Along with this we also developed a secondary, digital-first, palette and created a custom typeface called, ‘MEUS’ to use as a headline font.
“
Studio BND understood what I was trying to achieve from our very first conversation. They turned my vision into reality.
Mark White – Founder
SOCIAL DESIGN
We developed an array of socially charged templates to help engage with men and quickly build a community within the MEUS platform. These consisted of questions, tips and advice, activities and general inspiration posts.
BRAND BOOK
Alongside all creative elements, we also worked with MEUS to run a series of focus groups, and workshops to develop a comprehensive brand book which dives into the culture of the platform, and overall tone of voice.
