B+YND began its engagement as Good + Whole. The founders sought a new name, a unified online presence, and help articulating a brand narrative that captured their essence as founders while speaking to all their distinct offerings and audiences.
Leading the discovery process and writing the brand narrative at Woden, Mary's work articulated the company's core "why" and mission so clearly and emotionally, that the founders cried tears of joy (!) when it was presented, stating, "This is who we are." |
The brand's offerings were united by articulating its purpose to create unique and welcoming spaces that celebrate shameless enjoyment and make wellness deliciously real.
“B+YND and its community realize that living well doesn’t have to be about sacrifice and denial. It can be about relaxing into shameless enjoyment.”
“It’s a space where a question about hormones is not awkward, but may be toasted with a glass of wine; where pizza can be as welcome as kale.”
B+YND's new brand narrative proved useful in outward-facing copy, as seen on the website:
“For a night or a lifetime, B+YND is making wellness not just livable, but deliciously real.”
The new name and brand narrative helped B+YND merge their websites and social media presence, and tell their story. With this encompassing story, the company's efforts, growing offerings, and team are united by a clear sense of purpose, made personal.
The company celebrated the rebranding by selling out their Good Festival in Philadelphia, and expanding the brand's offerings to the West Coast and beyond.
The company celebrated the rebranding by selling out their Good Festival in Philadelphia, and expanding the brand's offerings to the West Coast and beyond.