Men Up

2022

TOOLS / APPLICATION

project type

Figma || Illustrator || Miro

Visual Communication || Visual + Brand Identity || B2C || Art Direction

OVERVIEW

MY APPROACH

A network built to create actionable conversations around manhood & masculinity. Developing a brand identity involves consistency of brand awareness and an active understanding of how their movement impacts, unfortunately Men Up doesn’t have this. Challenging their brand & bleeding into their competitor’s crowd. Having a strategic brand that pulls in the right solution in terms of visual identity & direction for longevity was essential to break the barrier.

Foundations build structure. Since their company hired me to help the internal team carry deliverables for on-going maintenance I managed their 8 - person team through project management, detailing the ideal project duration, understanding their work & audience impact, and developing a core that speaks to the culture of Men Up.

challenge / pain points

Almost a decade in business, Men Up’s created a space to provide inclusive ways to show support, get support, and be supportive throughout life. Having a target demographic of teens to 40 year olds in early adulthood, Men Up needed to identify how to show up to their every growing market in modern day. Having conversations aren’t merely enough, their impact is being made in their respective communities thus needing a recognizable mark from those who need them most.

What's the Main Problem.

What does the Culture of Men Up Look Like & How can this be represented?

Key Research

Rebranding Strategy

Company Culture
Typography Enhancements
Accesible Color Palette & Considerations

Competitor Analysis

Analyzing how competitors digest big picture topics for conversation pieces. I needed to see how their competitors positioning their information with their key objectives & why users were drawn to their content.

User Journey

Areas of Interest of Users : What information currently did MenUp possess that users wanted to continue engaging with.
Card Sorting :: An array of brain dumping to see how information should be challenged & viewed on different platforms.

HONEST ANSWER. HERE'S THE SOLUTION.

Creating an identity experience that represent diversity, accepts modern cultural relevance, and challenges historical stigmas.

Key Features

Logo Identity

I needed to craft logo variations that catered to their broad demographic that's both modern & easily adaptable for teens and early adulthood individuals in virtual and tangible environments.

Iconographies & Visual Elements

Redefining identities and experiences creates ambiguity in how this work should look. Understanding how life shapes stereotypes, we knew we needed another way to express what "redefining" looks like. I developed visual elements that hide expressions & human characteristics through personified objects.

Design System with WCAG Compliance

Defining Logical color pantones by rhyme & reason. The primary color palette was designed to express direction on distributed control & the mental models emphasized in color based on gender roles. Being cheeky & using that in rich and vibrant tones the culture of Men Up is to exude "not the typical type".
While Color has a huge impact on visibility & recognition in brand awareness, compatibility against WCAG Compliance Rules was important for their developers & designers to use for digital marketing.

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