Yoga B
When Dawn, CEO of Yoga B, came to me to help her create her brand identity I was thrilled! We spent time honing in on her core customer and identifying what problems she solved for them. I helped craft her brand story and created a visual identity that she can carry throughout all of her customer touchpoints.
COMPANY: Yoga B
ROLE: Brand Strategist & Designer
FORMAT: Project
CATEGORIES: Branding, Identity, Graphic Design
Problem Statement
How might we create a visual identity that stands out from the rest, captures the energy that Dawn brings, and feels safe and inclusive?
Discovery
I dedicated time researching Yoga Instructors and found that there was a gap in the specialties and offerings that Dawn provided. While others were focused on a more trendy and exclusive approach, Yoga B focuses on accessibility for all, especially those navigating injuries.
Competitor Analysis on Yoga brands and visual identities.
Define
Define the target audience, their needs, and how Yoga B can support them. It was essential to emphasize the diverse ages and needs within Dawn’s customer base. While their life stages may vary, they all share a common desire for a safe space to practice low-impact yoga. The strategy focused on meeting them where they are, both in messaging and outreach.
Clarify Yoga B’s mission and core values and how Dawn would discuss her business.
Solution
Dawn initially wanted to incorporate the 'Bee' concept into her brand, inspired by its personal significance. However, during the design process, we found it didn’t fully align with her vision or resonate with her target audience. Instead, we used the hexagon as a subtle nod to the bee, seamlessly blending meaning with her brand’s aesthetic.
While many yoga brands lean toward calming hues like purples, light blues, and whites, we chose warm, natural tones to create a more inviting and distinctive palette.
