Helping kick-start this online yoga studio with a meaningful visual identity.

Client
Angela Baker Holistic Yoga (ABHY)

Project
ABHY Visual Identity

Service
Brand Strategy, Visual Identity Design

Angela Baker Holistic Yoga (ABHY) is a yoga brand largely based online. ABHY provides teachings and holds space for individuals so they can find themselves within the yoga practice and begin their personal journey with the guidance of a teacher.

The Mission

ABHY required a visual identity that reflected their core offer of a deep and personal yoga experience catered towards their mostly female audience.

The Solution

Inspired by the woman-led teachings with a largely female clientele, we directed the branding towards a more women-centered focus, using colours and shapes to visually evoke feminine energy and power.

The Execution

After trialing a more abstract direction, the client decided they wanted very specific symbolism that ties directly back to the teachings and philosophies she was referencing in her practice.

Logos: We came up with a full logo suite and brand colours for all digital and print applications. The primary logo, secondary logo, submark and logo mark allow application in any space or shape.

Colours: The use of dark colours provides a sense of intrigue, quiet, and an inner journey – while the rich, warm tones maintain a sense of soft strength and feminine energy. Pairing these dark colours with delicate gold, flowing line work balances the feeling of power and helps bring it into a space of flow and movement.

The Result

Angela Baker Holistic Yoga now has a logo for any situation, to use across their social media and website and future posters and flyers. The strong brand guidelines allow them to maintain consistency across platforms and create a coherent brand voice at any touch point.

“I really enjoyed working with Jen. She made me feel my input was valid and my questions welcome. I loved seeing the logo evolve into its final iteration. The package Jen sent on completion is a beautiful resource I can use in many different ways. The colours and explanations as to why and in what format they would work best is a great way to ensure I use the branding in the best and most effective way possible.”

- Angela Baker, owner of Angela Baker Holistic Yoga

“Jen is a talented and professional designer and I highly recommend working with her.”