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 The experience of the careers website and onboarding experience were outdated and didn’t capture the company’s dynamic culture and updated branding.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

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