Project Overview

As part of Shapes' retainer clients, I completed a brand refresh for Mindfull Food Fitness and redesigned their client welcome pack. This project transformed both their visual identity and initial client experience through thoughtful design problem-solving.

Phase 1: Brand Refresh

• Developing new high-quality logo variations optimised for different background colours.
• Creating a distinctive stamp design for merchandise assets.
• Selecting an appropriate brand typography for consistent communication.
• Establishing an accessible 4-colour palette that enhanced brand recognition.

Phase 2: Welcome Pack Redesign

The welcome pack redesign addressed critical user experience challenges in the client onboarding process.

Problem-Solving Approach

The original welcome pack suffered from several issues that weakened its effectiveness:

• Overwhelming content size that created information overload for new clients.
• Poor information flow that complicated the user journey.
• Visual inconsistency that weakened brand perception.

Strategic Solutions

• Restructured the information to create a more simplified journey.
• Recomposed content size through white space and breathing room.
• Enhanced visual hierarchy to guide readers naturally through the material.
• Included design elements such as gradients, heartbeat icons, and overlaid text boxes.
• Used high-quality imagery to create visual interest.

The resulting welcome pack not only aligned perfectly with the refreshed brand identity but elevated the client onboarding experience.