Groops

Human connection shouldn't disappear when people are apart. During a period when isolation became a shared experience, Groops set out to create a digital wellness platform designed to foster community, belonging, and meaningful connection.

Problem

During COVID, millions of people found themselves disconnected from the communities and support systems they relied on. Groops had a bold vision: make mental wellness and connection accessible to all. But it needed a brand and platform to bring its community to life online.

Solution

We developed a complete digital ecosystem that included brand identity, a custom portal, desktop app, and marketing site. Each element was designed to attract, engage, and support a growing community centered on mental wellness.

More from the campaign

Brand Strategy & Messaging Frameworks

We clarified Groops’ positioning in the mental wellness space—building a brand rooted in empathy, empowerment, and human-first communication.

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Visual Identity & UI Systems‍

From color palette to iconography, we designed a visual system that balances warmth and trust—ensuring consistency across web, app, and comms.

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Human-Centered UX

A responsive, theme-based experience with intuitive session search, curated guides, and real-time discussion tools—built to encourage conversation.

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Custom API & Calendar Scheduling

Smart features like a personalized scheduler, category filters, and playful iconography make joining Groops simple, mobile-friendly, and welcoming.

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Custom Application & Dashboard Tools

‍The Groops app supports real-time scheduling, personalized calendars, guided session matching, and a smooth onboarding flow—built via custom API.

Results

Groops successfully translated the experience of community into a digital environment—helping users discover groups, participate in guided conversations, and build meaningful relationships during a time when connection mattered most.

“I had the wonderful opportunity to work with Michele on a start-up business in my company's portfolio. Her curiosity is unmatched. Her desire to know and understand the business, the customer, and our operations presented itself in top-quality work that was customer-focused. More than anything, I appreciated her willingness to be a true partner. She's creative, fun, and incredibly talented."

Greta Mullen, Marketing Director, Groops

The strongest communities are built on connection.

Whether you're growing a membership platform, launching a new service, or building a movement around a shared mission, we help transform engagement into lasting relationships.

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