Mental health, wellbeing and fitness have become a common conversation in 21st Century life. Suicide continues to be the number one killer of men below the age of 45, and men are continuously plagued by an inability to share, grow and internally reflect.
Meus was created as a digital platform for meant to engage win three unique practises from the comfort and privacy of their own home. Each episode consists of three 5 minute sections focusing on a different form of activity. From Yoga to breathing, HIIT, Callisthenics, or meditation the episodes are designed to give the viewer and spontaneous awakening and help them to discover new things about themselves.
A flexible, male-first, identity was created to be implemented across print, video, and digital platforms. The system needed to work in tandem with the YourTown branding, and social media content so both platforms could be used to market MEUS without creating a disjointed look and feel.
Due to the nature of the platform, it was important that the branding felt masculine but also positioned the brand to sit within the fitness and wellbeing sector.