2B Mindset
Beachbody | 2B Mindset Nutrition Program
Beachbody’s first standalone nutrition program, 2B Mindset, required a fresh strategy to engage a new audience within a fitness-focused brand. By partnering with nutrition expert Ilana Muhlstein, we developed branded content, integrated digital and printed progress-tracking tools, and built online community support—driving $24M in sales within just eight months.
Associate Creative Director
Media: Website, Social Media, Digital and Print
Branding a Breakthrough
With its approachable branding and nutrition-first focus, 2B Mindset stood in bold contrast to Beachbody’s high-intensity fitness programs like 21 Day Fix, Body Beast, and Insanity.
Designed specifically for Beachbody On Demand (BOD)—a streaming subscription platform—we developed a seamless user experience—shaping the look and feel, expert-led video environment, live shows, and customized accountability community to drive deep engagement and long-term success.
Program Guidebooks
The 2B Mindset printed materials were thoughtfully designed to empower users with intuitive, easy-to-use tools for lasting success. I led the development from concept to final production—crafting the Quick Start Guide for seamless onboarding, the Go-To Guide with expert insights and dining tips, the Tracker for progress monitoring, and the Recipe Book featuring food lists that simplify meal planning and encourage variety
Designed with the user in mind, each piece reinforces key program principles, making it easier to stay engaged and committed from day one.
Social media was key to building excitement—announcing program drops, sharing success stories, and fostering a supportive community. With strategic content and engagement, we kept momentum high, turning followers into active participants and loyal advocates.
Building Community
Digital Rollout
I led the creative direction and execution of 2B Mindset’s pre-launch and launch digital presence—including a high-performing email collector and landing page tailored for BOD’s platform. Designed for impact, these assets captured thousands of leads and helped drive $24M in sales within eight months.
