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Mindbody Employer Branding


Mindbody is a leading business management platform for the health and wellness industries, serving fitness studios, gyms, spas, and salons worldwide. As a company dedicated to promoting wellness, Mindbody wanted to enhance its employer brand to better reflect its values, mission, and workplace culture. The goal was to create a strong, consistent visual identity that would make a lasting impression on prospective employees. 






Role:
Team Lead

Team:
Libby Aquafresca - Design
Russell Belleret - Video
Jay Greene - Copywriting
Blake Hedges - Copywriting
Alex Rieflin - Design







Understanding the ChallengeMindbody was facing challenges in attracting and retaining top talent. The experience of the careers website and onboarding experience were outdated and didn’t capture the company’s dynamic culture and updated branding. The task was to create a unique employer brand to align with Mindbody’s mission and values.








Setting the Vision
The team started by developing mood boards independently, each reflecting different creative visions. I lead collaborative workshops where we merged these directions into a unified vision that guided our design process.









 Defining the Creative Direction
After multiple review phases and creative workshops, we finalized the creative direction. This provided a solid foundation for our style guides and the overall design framework. The branding could then be spread across the companies digital footprint. This brought cohesive branding to it’s many social media accounts. And provided a toolkit for teams like HR to generate branded internal content.







CONCEPT:

MAKE WELLNESS POSSIBLE

At Mindbody, you will make wellness possible. You’ll connect wellness seekers to providers. You’ll build a better world. You’ll grow as a person and a professional, with the freedom to pursue your version of a life well-lived.






     
Build a reputation of citizenship:
Mindbody exists in service of something greater, something that we believe truly benefits the world. We don’t just make software that connects people to wellness
—
we live wellness.


Build a reputation of career catalyst:
What you do at Mindbody doesn’t only build a better world, but you will have an opportunity to build a better self as you grow. No matter what roles you play in life or at work, you will be encouraged to grow to become who you want to become, personally and professionally.

















Conclusion
The rebranding initiative at Mindbody successfully unified the company’s visual and verbal identity across all major employee touchpoints. By creating consistent and compelling branding collateral, we elevated Mindbody’s employer brand, enhancing both attraction and retention efforts. This strong foundation of brand identity allowed us to seamlessly transition into applying the new branding to the company website, ensuring a cohesive and engaging online presence.

With the new branding firmly in place, our next step was to apply this refreshed identity to the company website. This phase aimed to not only reflect the updated brand visually but also to enhance the overall user experience and engagement.



Enhancing the Digital Experience




Mindbody Company Site


Mindbody is a leading business management platform for the health and wellness industries, serving fitness studios, gyms, spas, and salons worldwide. As a company dedicated to promoting wellness, Mindbody wanted to enhance its employer brand to better reflect its values, mission, and workplace culture. The goal was to create a strong, consistent visual identity that would make a lasting impression on prospective employees. 






Role:
Senior Designer

Team:
Sarah Noel - Design
Russell Belleret - Video
David Shannon - Copywriting

 
Enhancing the Digital Experience
After multiple review phases and creative workshops, we finalized the creative direction. This provided a solid foundation for our style guides and the overall design framework. The branding could then be spread across the companies digital footprint. This brought cohesive branding to it’s many social media accounts. And provided a toolkit for teams like HR to generate branded internal content.

Sketched wireframes from a workshop




Content Architecture
To create a top-quality user experience, we analyzed leading industry sites and mapped Mindbody’s existing content into core areas. Using card sorting exercises, we identified how users naturally categorized information, shaping an intuitive content structure. I proposed a phased approach, beginning with foundational pages like the homepage, about page, and career site. Later phases introduced a content hub for blogs and news, immersive pages for customer stories and reports, and microsites for Mindbody’s sub-brands, all designed to support a cohesive and scalable digital presence.
Phase 1
  1. Homepage
  2. About
  3. Career Site

    Phase 2 (Content Hub)
    1. Company Blog
    2. Team Blogs
    3. News
    4. ELT Team
    Phase 3 (Enhanced Experiences)
    1. Customer Stories
    2. Core Values
    3. Wellness Report
    4. Wellness Experience
         Phase 4 (Sub-Brand Microsites)
    1. Booker
    2. ClassPass
    3. Mindbody Solo
    4. Fitmetrix





    Wireframes to Prototypes    We aimed to attract talent with a visually appealing, user-friendly site that effectively conveyed Mindbody’s mission and culture. Using Figma, we developed an interactive prototype to demonstrate user flow and organize content and page hierarchy. We integrated the refreshed brand identity across all pages, creating a cohesive and engaging user experience.












    Highlighting the beautiful landscape of San Luis Obispo






    Mindbody’s core values are essential to its company culture





    Conclusion
    The company website redesign not only refreshed the visual identity but also significantly improved user experience and engagement. By addressing key challenges and collaborating closely with stakeholders, we created a dynamic and cohesive site that better reflects Mindbody’s culture and values. This project laid the groundwork for future expansion into a larger, more interactive platform, ensuring that Mindbody’s online presence can continue to evolve and grow.

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    © Cullen Arroyo 2024