A disruptor of the Iyengar Yoga community, Sydney based Yoga Selection is the first group to truely bring this classical and highly technical style of yoga teaching to the online world.
The hardworking husband and wife team behind the business, with the help from some online tutorials and basic design programs, developed their own initial logo and website. As well as creating all written and photographic content in-house.
With the success of their online business, they wanted help in refining their brand, messaging and website development and user-experience.
The original logo incorporated a very basic typeface and a “Facebook Blue” for the brand colour. As well as ‘YS’ for the brand icon. On top of this, the imagery was predominately cliché yoga stock photography. And whilst the only images they posted on social media was of still shot sequence grids from their weekly classes, the imagery required some cleaning up.
To help better differentiate the brand and create something more unique, we advised the client to revise the logo and overall identity.
With reference to their 3 class levels, we produced an icon that blended 3 yoga mats into a ‘selection’ hamburger menu – shaped as an ‘s’. Bringing ‘yoga’ and ‘selection’ into the one recognisable symbol.
The blue was replaced with a bottle green for the primary colour, for its natural qualities and overall unique and elegant appearance. Three additional secondary colours were introduced to represent the three class levels:
Light Pink for Beginner, Salmon for Intermediate and Bondi Blue for Advanced. The colours were chosen for there complimentary relationship with the Bottle Green. And light Pewter and shades of the Bottle Green were also introduced to work in with the rest of the brand and communication.
Art direction created an abundance of new imagery and guidelines for both the class tutorial sequences and on and offline marketing material. This included a set of ‘blended’ images of the main yoga instructor, Rod, in a unique and original composition.
Much of the existing WordPress website backend was recycled back into the new website, with the introduction of some new plugins to help with the online classes and user sign-up process. A completely new design was developed for the site.
Phone: +61 (0) 3 9826 2174
Level 1 / 592 Chapel Street
South Yarra, Melbourne 3141
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