north shore yoga identity, 2008
My first professional solo branding project was for a new yoga studio on the north shore of Chattanooga. The clients wanted something to promote their mission of tranquility, unity, strength, and accessibility. My intention with this brand was to stand out from the typical, cliché yoga aesthetic. I wanted to create something with a slick, urban feel, as the location of the studio was in an urban area that was undergoing major revitalization.
The logo is richly typographical with clean lines and bold colors that interact playfully with the industrial space of the studio. The photography promotes a sense of calm and peace, with no images of contorted yogis, so as to not intimidate those new to yoga.
My tasks for this project were varied after the identity was developed; implementing the identity in advertisements, letterhead and envelopes, business cards, product tags, and website design. I also worked in part to keep the aesthetic of the decor of the studio in line with the brand, working with sign painters, interior painters, as well as coordinating and art directing multiple photo shoots for the imagery to be used.
