Michele Bridges 12WBT

BRANDINGWEBSITE DESIGNPRINT DESIGNEDM DESIGNEVENT DESIGN

350% Growth

From 2012 to 2014 we worked closely with 12WBT Director of Marketing, Jimmy Storrier and his team on the internet sensation, Michelle Bridges 12WBT. In early 2012 Storrier joined a business with the four founders and a couple of other employees, and engaged Mindful Design Collective (then called Label) to take the brand from the 'home made' to the household name it now is, working in conjunction with RedAnt, 12WBT's development partner, and JBA Digital, their data partner.

During this period, revenue grew 350%.

We created website designs, logo designs, large scale event fitouts, email newsletters, visual identity guidelines, print and outdoor advertising, online advertising, copywriting, ad campaign concepts, you name it, we did it. The design approach had to be nimble, responsive and fast paced. There wasn’t time to take months out to nut out a font, so the brand had to emerge with each new piece of design, with us maintaining consistency and curating a fun, vibrant, sporty, inspirational visual identity that spoke to the core audience of 12WBTers.

The gallery above shows some before and afters of where the visual identity was when we started to work with 12WBT and the contributions we made to this exciting period of growth.

“We needed someone who could jump in, turn things around quickly, be proactive and who ‘got’ the brand. MDC (then called Label) was a natural fit and immediately created a much more polished, professional look to everything we produced. We started with a few projects but put them on retainer so they became an integral part of the team”.

Note: In the spirit of full disclosure – Jimmy Storrier is my husband. We lived and breathed the 12WBT brand for 2 years, putting our heart and soul into its success. I’m not afraid of personal and professional lives crossing paths when there is so much passion and love that goes in to everything I do – Daynor