MENO! App - Branding

My contribution to the project includes Art Direction, specifically focusing on the overall brand look and feel as well as the selection of a cohesive color palette. Additionally, I provided design support to the main Product Designer, ensuring that our creative vision is consistently executed throughout our designs.

This project was an exciting challenge focused on supporting women during menopause and making it a common topic in society. It aims to provide women with the information, attention, and support they need.

Together with several dedicated members of the MENO! App team, we enthusiastically dived into exploring a variety of different ways to enhance the creative direction of this project.

Logo

MENO! App logo is allocated in the same product family as PINK! Aktiv Gegen Brustkrebs, therefore their font family stays the same to keep

Brand look & feel

After receiving the results of an extensive research study conducted with our target group, I found that the most exciting and pleasant part of the entire process was, without a doubt, creating the brand look and feel. This phase allowed me to transform insights into visual concepts that truly resonated with our audience.

Photography

The MENO! brand imagery should reflect warmth, inclusivity, and authenticity. The images should feature women from diverse backgrounds, ages, and body types to highlight the universality of the menopause experience. Representation should include women in different life stages, from midlife to older, with natural beauty and real expressions.

Illustrations

By an illustrator: Cami Draws

Typography

Colors

The MENO! brand palette is thoughtfully curated to convey a sense of calm, confidence, and warmth.
The darker tones provide a strong, stable foundation, symbolizing reliability and resilience. Soft, refreshing hues bring a soothing and serene quality, promoting clarity and tranquility. Warm, gentle shades add a touch of comfort and approachability, creating a welcoming and inclusive atmosphere. The overall effect is a harmonious balance that reflects the brand’s commitment to empowering women through their menopause journey with a reassuring and supportive visual identity.

Process

The process of creation was quite extensive and deeply dependent on the outcomes derived from user research. In the meantime, I immersed myself in the exploration of various colors, illustrations, and creative routes until the brand gradually matured to become its authentic self.