A visual and verbal rebrand for Noom.
Working closely with design studio Gretel, we rebranded Noom—creating an entirely new design system and tone of voice. Credible, clear, distinct and robust, the system (called “Compass”) is anchored around Noom helping its users navigate healthier choices.
Using Compass, we transformed the Noom app experience (including a 400,000-word curriculum rewrite in the new tone of voice), website, TV spots, digital video content, organic social and all growth creative work. And internally, we applied Compass to Noom’s 100,000-square-foot office, Google deck templates, Slack, Zoom, phone backgrounds, desktop backgrounds…shall I continue?
Our team trained more than 3,000 Noom employees in using Compass, including the coaching organization.
We created a bank of dozens of collages, which lived in the app, video content, organic social content and direct marketing collateral.
We got to stretch the system a bit and experiment in the safe harbors of organic social.
To get the organization excited about Compass, we applied it to Noom’s internal communications as well. The highlights include slack emojis, phone backgrounds, templates…you name it.
That’s an egg yolk.
You had to be there.
Check it all out in the Noom brand hub, linked here.
