We were tasked with creating the visual identity for Bonnies Hatha Yoga practice. Hatha is a more traditional yoga style that combines the physical awareness of movement and breathing. Classes typically include breath-work, progressive relaxation and meditation, as well as a physical practice.
Bonnie had success running her practice in North London after a career in the financial services industry and was investing to get on the front foot & grow her business with a professional and inviting identity that would position her to promote her classes to new audiences beyond her current reach through word of mouth.
The client was very clear that she felt a lot of the industry leant too hard into tired spiritual cliches and Instagram ego. She wanted a confident, professional and unfussy aesthetic to match her approach.
Hatha Yoga from her lived experience was a practice with pragmatic benefits, providing balance to counter her previous career in the fast paced financial sector.
The idea of Hatha Yoga bringing balance to Bonnies life was the way in to a visual language born out of her story. Through this we could communicate the humanity of finding peace and well being through her practice.
Minimalist compositions, simple elements and a warm natural palette create a no nonsense but inviting tone for her new audience.
A professional, experienced and personable team, they understood exactly my requirements and have helped create a well thought-out, effective and exceptional brand and website for my business. Their approach is considered, honest and collaborative and I hope to work with the team again in the future. Thank you sincerely for all the work invested into this project.
The new site concisely narrates Bonnies journey into Hatha Yoga, and describes the real world benefits of it’s application into day to day life. With the user journey guiding our decision making the site directs users through to booking classes in a soft but direct approach.