MINDBODY

Mindbody is a business management software serving gyms, spas and salons worldwide. With the recent development of their DEI (Diversity, Equity + Inclusion) committee, I collaborated with Illustrator Richard Shackelford to illustrate the companies Core Values.

Mindbody had a history of reinforcing traditional narratives in the wellness industry, often overlooking true diversity. Drawing from my own experiences of feeling excluded in these spaces, I aimed to reframe the narrative. Richard and I conceptualized humanoid figures using simple geometric shapes. This abstract approach, combined with bold colors and playful body proportions, created relatable and inclusive imagery that communicated a strong message of community and diversity.

My role as art director and designer in this project was crucial. I used my design skills and personal experiences to create powerful visuals that challenged the status quo. This case study demonstrates how design can be a tool for inclusion, helping to reshape narratives and foster a sense of belonging.

mindbodyonline.com