MenUp

Tools / Application

Figma, Illustrator, Miro

Goal

As a UX and Visual Designer, my responsibility was to craft a presence that felt surreal, supportive, and atypical—a brand that spoke directly to the men it served, while standing apart from the conventional, often rigid portrayals of masculinity in media.

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My Solution

I created an atypical art-based visual identity leaning into supportive care through vibrant color ways. Creating a presence that maintained a sense of joy in relevance to education and learning communities for men.

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Creating The Conversation

The brand’s mission wasn’t just about creating a visual identity—it was about building a space where young men, from their teens to early adulthood, could navigate masculinity on their own terms. To ensure the identity truly reflected its audience, I conducted extensive research to uncover the real barriers these individuals face in embracing vulnerability, community, and personal growth.

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Understand The Users

Through interviews, surveys, and observations, I engaged directly with young men to understand:

• The disconnect – Many struggled to find spaces where they could discuss manhood beyond societal norms such as school & work. Traditional mentorship often felt outdated or unrelatable.
• Educational and career aspirations – While some were exploring creative fields, others sought financial stability, but all shared a need for a support system that acknowledged their unique journeys.
• Obstacles they face – From societal expectations to the lack of positive, relatable role models, their paths were shaped by systemic challenges that left them questioning their place in these discussions.

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These insights served as the foundation for crafting an artful and emotionally relevant brand identity—one whose presence actively spoke to the community it represented. To become the beacon of expression, support, and learning, embracing an identity that felt both personal & universally engaging.

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Rooted in our Identity

This identity was crafted as a visual conversation—one that speaks to men in underprivileged communities in a way that feels modern, inviting, and empowering.

To achieve this look, the unexpected fusion of colors were hand selected to create an identity that is bold, expressive, and liberating. Reflecting the individuality of each persona who engages with the brand.

To conclude incorporating the experience means leaning further than visual presence. Rather than defaulting to the muted, dark tones traditionally associated with masculinity, Men Up’s color palette is an intentional departure from the expected:

• Typography that speaks – Strong, structured typography delivers a modern, no-nonsense aesthetic, while softer font variations allow for approachability and warmth.
• Oversized letterforms & layering techniques – These create a sense of movement and progression, reinforcing the brand’s focus on growth and self-improvement.
• Photography with personality – Authentic imagery of men in different walks of life ensures representation, making space for emotional expression and vulnerability.
• Abstract graphic elements – These add a dynamic layer to the brand, signaling the fluidity of identity, learning, and transformation.

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