UNICA
FORMO
Branding + website design studio
Office hours:
M-Th 8am-4pm est
Unica Formo, led by Jordin Brinn, specializing in personality-driven Showit website design and branding for creative service-based businesses in Ohio and Beyond.
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Branding & Showit Template Customization for Men’s Wellness
The Better Man Plans
The Better Man Plans
The Scope: Branding + Showit Template Customization
The Vibes: grounded, structured, direct, growth-focused
The Industry: men’s mental wellness + coaching
Better Man Plans is a new men’s mental wellness brand built from the ground up. The project included a full visual identity system and Showit template customization to bring that brand to life online. The goal was to create a clear and structured foundation that feels steady and approachable while supporting men through personal growth and mental clarity.
Words from Robert:
"Throughout my professional career, I have worked with many web designers. But trust me, now as an entrepreneur, Jordin would be my absolute first choice.""
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Unica Formo Design Services
Before we get into the project, here’s a snapshot of how we help wellness professionals bring their brand visions to life. Whether you're building from scratch or ready for a full refresh, our services are designed to align your brand, website, and strategy—so your business feels like you and speaks to the clients you’re meant to serve.
• Custom Showit Website Design
• Mobile Optimization
• Foundational SEO
• Website Copy Guidance
• Showit Template Customization
• Design Day Intensives
• Ongoing Support Retainers
• Brand Identity Design
• Logo Suites (Primary, Secondary, Submarks)
• Custom Pattern & Illustration Design
• Color Palette & Typography Suites
The Challenge
Better Man Plans was a brand new men’s mental wellness platform built entirely from the ground up, with no existing visual identity or established website presence to guide the direction.
The challenge was to create a brand identity and website experience that felt grounded, direct, and emotionally accessible without feeling soft, vague, or overly clinical. It needed to speak clearly to men who may not typically engage with traditional wellness spaces while still maintaining credibility and depth.
An additional layer of strategy came through audience behavior. In many cases, women are often the first to discover and share resources like this with their partners. The brand needed to feel inviting and trustworthy to them as well, so they could confidently pass it along knowing it would be well-received and supportive.
At the same time, the experience needed to feel safe for men once they arrived. The tone and design had to create space for reflection and vulnerability without implying judgment or the need to be “fixed.” Instead, the goal was to support self-awareness and growth in a way that feels respectful, steady, and non-intrusive.
The result needed to balance all of these layers, creating a clear and structured foundation that builds trust quickly, supports emotional openness, and allows each visitor to engage at their own pace.
The Approach
The work for Better Man Plans started with establishing a strong visual and strategic foundation that could support everything the brand would become moving forward.
The identity was built from scratch with the intention of giving the brand a clear point of view from day one. Every decision was rooted in creating structure and direction while still leaving space for growth, reflection, and personal interpretation.
Rather than leaning into heavy emotional language, the brand system was designed to feel steady and grounded, allowing the message to come through with clarity and intention. This helped shape a presence that feels confident without being forceful, creating an entry point that feels accessible rather than overwhelming.
The website experience was then built by customizing a Showit template, shaped to carry the identity forward in a simple and intuitive way. The structure was designed to guide users through the brand story naturally, helping them understand the purpose of Better Man Plans without friction or confusion.
Together, the brand and website work as a foundation for all future content and growth, creating a cohesive system that feels consistent, clear, and easy to build on over time.
"I was seeking an individual or small agency to create a logo, develop my brand, and build a website for my newly developed blog. I was initially intrigued by Unica Formo because of the depth of thought I saw on the website—and the design quality of the sites Jordin developed for herself and others. I even visited those sites as part of my due diligence. I also looked at the websites of several other designers who, on the surface, met my general parameters—and I talked to several. But NONE seemed to have real expertise beyond “design.” Jordin was different. I read her blogs and was deeply impressed by the breadth and depth of knowledge they exhibited. I seriously asked myself, “Is Jordin too good to be true?” But after a phone call with her, I was fully convinced she was the real deal.
Here are my highlights of working with Jordin:
• Jordin has an onboarding process that really works—practical and thorough
• The logo and brand elements she created for me are perfection. (I am absolutely thrilled with the outcome.)
• She constantly raised the bar during website development—elevating my ideas from simple concepts to practical and sophisticated execution.
• Her confident knowledge of Google Analytics, SEO, email, and legal greatly reduced my anxiety in these areas.
• And her patience is off the charts. Frankly, multiple times I thought, “She must hate me right now.” (I was changing website copy on the fly.) But Jordin was always calm, unruffled. And nice!
Here’s the bottom line: Throughout my professional career, I have worked with many web designers. But trust me, now as an entrepreneur, Jordin would be my absolute first choice."
-Robert C., The Better Man Plans
Build a brand and website that people trust instantly
Your brand should feel clear, grounded, and easy to understand from the first moment someone lands on it. When your message is structured with intention, it becomes easier for the right people to connect, engage, and take the next step with confidence.
