Rebranding and Web Design
Deliverables: Concept and Art Direction, Low-Fidelity & High-Fidelity Wireframes, Interactive Prototyping, Responsive Web Design.
Case Study
Mindbody is a global SaaS company that provides cloud-based online scheduling and business management software. The goal of this rebranding project was to strengthen the consistency of the brands visual identity, highlight the company’s approachable voice and tone, and to make quality first impressions with prospective employees—impressions that better communicate their values, mission, and company culture.
The Challenge at Hand
Retaining and attracting new talent had become a top priority due to a lack of prospective applicants and a steady increase in employee attrition. The previous design and branding on the careers website and onboarding experience had become outdated and no longer reflected the company’s culture and current branding.
Setting the Mood
In our collaborative journey towards rebranding the company site and onboarding process, each member of our creative team independently crafted their own mood boards that encapsulated their unique perspectives and creative visions. We ventured into a world of colors, typography, imagery, and concepts, driven by our unique perspectives and creative instincts. Through passionate discussions and a shared dedication to our project's objectives, we synergized these individual visions into one final, comprehensive mood board.
Bringing it All Together
After several phases of reviews and collaborative creative workshops, the creative direction was finalized and refined, giving our team a solid base to build our style guides from.
An Identity is Born
Conveying Mindbody’s brand purpose through a new compelling design methodology, unique voice & tone, and a cohesive employee recruiting and onboarding experience, a new brand identity was born.
Implementing the new identity
The Mindbody brand had evolved and the company site no longer reflected the brand’s identity. Complex UX issues, global search limitations, and a lack of content strategy made this redesign an exciting opportunity to not only display the new brand identity, but prioritize a user-centered design appraoch.
The Process
With the goal of attracting prospective talent and easing users’ pain points, I set out to delight new visitors with a visually enticing site design that utilized our new brand identity, was user-friendly, and effectively conveyed the company’s mission, and culture. Using Figma I created an interactive prototype to demonstrate the user flow and flesh out content and page hierarchy concepts.
Final Design
The homepage serves as a dynamic gateway and directional marker for individuals who are new or interested in exploring further details about Mindbody. I was enthusiastic about refreshing and integrating the updated brand identity.
Careers Page Case Study
With the most significant number of organic search visits, the Careers Page took precedence next. For numerous visitors, this served as their primary gateway to the website and their initial acquaintance with Mindbody. Keeping this in consideration, it was crucial to illustrate the brand's evolution and communicate the company's mission of facilitating wellness connections.
The Challenge at Hand
Life at Mindbody had changed dramatically since the last design update to their Careers Page, with the page having the highest amount of traffic on the site it was important to represent how the company had progressed. The goal was to design an updated page that was user-friendly, communicative, inclusive and accessible.
The Process
This page gave me the opportunity to build off the new brand system, adding bespoke hand drawn UI elements and icons that fit within the new style.
Design Exploration
Looking for new ways to encourage users to connect with the site, I explored opportunities to excite visitors with fun interactive elements.
