Men and Women of Discomfort (MWOD) is a unique community that provides a transformational experience to individuals through a membership. Never Settle partnered with MWOD for a rebrand and redesign of a Webflow site, aiming to convey their narrative in a manner that resonates with their audience through design and messaging.
MWOD needed to refine their brand messaging. They also needed a design refresh to guide the buyer journey
Refinement of brand messaging and effectively communicate the what, why, and how of their unique offering.
A bold website design with clear messaging that effectively attracts their target audience to increase membership sign-up rates.
Every business is unique and that is especially true when it comes to MWOD. With so many physical and mental health programs out there, it wasn't just a case of standing out but standing above and beyond anything else. The overall concept of MWOD is so unique and uncomparable to anything else, it was essential this was communicated within the overall branding. Heavy, condensed typography was used for confidence and strength. Contrasting colors were used to highlight differences. And non-uniform layouts communicated the purposeful differences the brand offers.
With a complex concept came the challenge of condensing down while still offering ample information. MWOD is highly exclusive and to demonstrate this, users aren't able to enrol themselves. This ensures that those signing up fully understand the program and allows the client to vet all applicants before accepting. The user jorney ultimately leads users to be able to apply, but only after they have fully understood the concept of MWOD. Unlike most strategies that focus on large numbers of conversions, the strategy here was quality of conversions.
An essential part of building a brand is understanding the 'why'. Both from the perspective of why a brand exists but also why an audience needs that brand. A logo is an essential asset to any brand and it was important to us and MWOD that everything else was built around the in-depth meaning of why they exist. The logo represents their brand symbol: a buffalo running into the storm. The psychology behind this concept led to the intentional direction of the logo which faces outward to the left rather than to the right as logos typically do.
