When we began creating the brand for BM, we knew it needed to feel personal and different from the health industry. The goal was to still present a professional service, but in a more youthful and less threatening way. As it came together, we realized the impact this could have in our modern day culture—an accessible mentor to help you walk through journey of weight-loss so you are not alone. Not only did we do the design work on this project, but we also strategically coached the client to best position himself and his business model.