Seven women standing in a line with arms around each other's waists against a plain grey background and an "M"-shaped logo overlaying in neon yellow.

Menovation

ClIENT:  

Identity Design

ROLE:   

Ashley Nowe
Sarah Jutras

TEAM:   

Menovation is a health and fitness app designed to help women get strong and learn about their bodies during (peri)menopause and beyond. Ashley, the founder, deeply understands the challenges women face, offering evidence-based fitness programs, symptom tracking, and community backing. To support this significant life transition, she needed a brand identity that is personal, simple, yet distinct.

The identity (wordmark and symbol) stands for empowered strength, divine femininity, and independence, complementing the brand’s visual system and app experience.

Four diverse women lying on the floor in a circle, smiling and laughing, with the word 'menvation' overlaid in the center.
Two women exercising, one is sitting on the floor smiling and the other is in a squat position, smiling with arms raised, wearing workout clothes, in a fitness studio with a neutral background.

The brand is all about embodying fearless “queen” energy. The symbol references crown shapes, the letter M, and the reproductive system. It has a sturdy, symmetrical form with a V shape within the counters of the “M” to nod back to the italicized “V” in Menovation—designed as a word stress for pronunciation.

Mobile app screen showing a fitness routine with images of women lifting weights, the greeting "Hello, Ashley", and sections for workouts and challenges.
Purple tote bag with the word 'menlovenation' being held by a person's hand outdoors, with a brick building, a concrete wall, a table, and chairs in the background.

Strength and care can exist in the same form—structured and powerful, yet deeply connected to the body.

Person holding a black travel mug with a green logo of a stylized arch and the letter 'M'.
Close-up of a person wearing a purple sports bra with crisscross straps and an "M"-shaped logo, with water droplets on skin.

Menovation launched in August 2025 and has built a stronger, diverse virtual community, now with a 4.9 app rating. The identity continues to serve as a visual anchor for her growing, trusted community.

Group of five women in sports bras standing together, one holding a smartphone displaying an app with a purple logo, against a plain background.
Screenshot of the Menovation website homepage featuring a woman examining her abdominal area, with the main headline "menovation" and submenu options like Educators, Fitness Instructors, App Features, FAQs, and Blog.

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