HM Community
HM Community is a health and wellness community focused on giving you permission to love your body. With options for both online and in-person classes, they want to make wellness fun and accessible for everyone. The founder, Sharon Demko, reached out looking for graphic design support since they were looking to enhance the professionalism of their existing brand.
Deliverables:
Brand Refresh
Website Content Strategy
Squarespace Website Redesign (6 pages, plus blog, and ecommerce store)
SEO and Third Party Integrations
Image Asset Creation for Web App
Uscreen App/Website Redesign
While they didn’t necessarily want a full rebrand, the goal was to freshen up the look to make sure their online presence (Squarespace website / Uscreen app) and user experience matched the values they wanted to communicate with their audience. To help make sure they could consistently implement their brand across different platforms, part of the brand refresh included the development of detailed brand guidelines to clearly define their colors, fonts, logo application, imagery style, etc.
First, we transitioned the language of the brand away from Her Mission towards HM Community to make the community more gender inclusive as their target audience has expanded over the past few years. The only other change we made to the logo involved removing the ™ to make the brand feel more approachable. The next step I wanted to take after that involved redefining the color palette. Rather than overusing the red shade in their previous site (see below), I decided to emphasize the friendlier blues, grays, and white colors while utilizing the vibrant yellow as our bold accent to capture the brand’s energizing and joyful spirit.
Before
After
Especially because so much of their business operates through their Uscreen app which houses all their on-demand videos, we needed to bring their branding into a more modern visual realm. So for fonts, inspired by their existing logo, we decided to use a wide, sans-serif, geometric font called Montserrat and reduced the kerning. This helped create a more cohesive visual aesthetic and felt modern, bold, welcoming, and highly legible. Finally, we softened up the look a bit by creating custom geometric icons, adding in rounded corners for buttons, and using vibrant circular imagery to help capture some of the feminine roots of the brand.
Next we moved on to the Squarespace website redesign. The first step in the web redesign process involved a thorough audit on the visual aesthetic, content, and user experience of their existing site. After carefully reviewing all of the content and conducting further research within their industry, we rewrote some of the content, reorganized the site map/layout, and clearly identified HM’s site objectives and the primary CTAs we wanted to direct site visitors toward.
We then gathered all of the image assets we would need and I began rebuilding the site using the new brand guidelines! Overall the site feels open, clean, energizing, friendly, and focused on wellness. Part of the redesign also included editing existing photos, sourcing new imagery for the banners, testing for mobile responsiveness, and optimizing their site for search engines to make sure they were being found by their target audience.
With HM Community’s new site ready to go, we’re now working on redesigning their Uscreen app. You can check out their website here to see what we worked on together and to learn more about joining their incredible community!
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