On a mission to create safe-spaces and a community for men to improve their mental and wellbeing. In a world where men’s mental health is heavily stigmatised, misunderstood and overlooked. Mandem Meetup needed to represent the space with a simple identity with a personality that’s conversational and friendly. We partnered closely with the founding team at Mandem Meetup to craft a tangible brand.
Together, through stakeholder engagement our priority was to be certain that the mission and purpose was truly understood to allow us to really immerse into their world and create communications that are going to connect.
The human mind can sometimes really complex the simplest of things, so to avoid that we put simplicity at the forefront of our thinking to remove any friction, to allow the brand to create emotional connections with the world.
The Mandem Meetup logo is a combination of two male silhouettes to create a timeless symbol that correctly represents their purpose of being a peer-led community. The iconmark is a signal of strength within the Mandem Meetup community, which is why it is primarily used at the top third of all content, as it resembles a crown. When crafting the icon, it had to be scaleable, so it cannot be missed whether it’s on the websites favicon, or blown up on a big screen.
As an ambitious Charity, it was crucial that Mandem Meetups identity worked both online and offline, so we ensured that the logos worked in both large and small scale. To build consistency across channels, we keep “Harmony Green” in all design material.
A dynamic typeface that influences depth
Roc Grotesk is an agile font with a range of styles and weights, they are not taken to such extremes as to become absurd, and are usable in many different display settings and application. We used different styles to communicate different messages and emotions.
Shaping internal experiences to allow the team to share the same page.
The organisations internal team was living in their own minds, we had to bring everybody on the same page. We underwent a huge transformation, starting with some immersion sessions that helped us envision what collaborative, remote working really looked like for Mandem Meetup. We had to migrate all digital workspaces and created central, location based digital hubs to store files, calendars and any knowledge.
The brands misison is to support the wellbeing of men, especially those that could be going through it. We introduced Harmony Green – to create harmony and connection. When applied with the Achromatic colours it’s paired with in the colour palette
