Evolve Power Yoga
Evolve Power Yoga is a versatile, active breath-to-body heated vinyasa yoga experience. The new storefront is located in the heart of South Boston, MA. Here they offer reliable and consistent classes led by experienced instructors to the local primary audience of mothers, young professionals, and yoga enthusiasts.
APPROACH
Evolve Power Yoga is a newly constructed studio explicitly designed for the practice of Heated Vinyasa in the heart of South Boston.
The branding project was a joint effort by Ben Regan (www.benjregan.com) and myself, working together under our freelancing studio, Glass Half Design (https://glasshalfdesign.com). We express our heartfelt gratitude to our incredible client and Evolve Power Yoga's founder, Danielle. Our process typically begins with a Zoom call to delve into the project details and its scope. Prior to meeting with our new client, we provided them with various brand package options and our brand sprint.
The Brand Sprint I employ comprises four key stages: "What, How, and Why?", "Who is it For?", "Why do they Choose You?", and "How are you viewed?"
CHALLENGE
New Yoga Studio
During our initial conversation, Danielle effectively communicated her vision for EPY, outlining her desired brand elements comprehensively. It became apparent that EPY was more than just a yoga studio; it was a hub for community engagement. Notably, the studio featured custom-built floors sourced from a historic church and was situated within a building housing various amenities such as offices, a coffee shop, a daycare, and a range of lunch spots. The primary target audience consisted of driven, hard-working mothers who could conveniently drop off their children at the daycare and carve out some time for themselves. Additionally, local students and young professionals formed the secondary audience personas, reflecting the vibrant Southie community accurately. With this valuable insight, we swiftly transitioned into the ideation stage, ready to embark on the creative process.
Individually, we dedicated our efforts to generate sketches and initial logo concepts aligned with the brand sprint objectives. Southie, being a highly gentrified area in Boston, presented an exciting opportunity for market growth that we were thrilled to contribute to. Considering this, it is crucial to design a captivating and contemporary logo that captures the attention of our secondary audience profiles. Fortunately, Evolve possesses an ideal window space that attracts the attention of young professionals, as it is located just across the street from a popular and bustling Mexican restaurant. Evolve plans to collaborate with this restaurant for future promotions.
Transitioning from sketches to digital files, Ben and I will collaborate to narrow down our top three logo directions for presentation. We will provide one round of revisions before proceeding to deliver the final design assets.
Here are the three logo directions we have agreed upon for presentation. Each one embodies a distinct persona and evokes a unique atmosphere surrounding Evolve Power Yoga. All logos have been created with versatility and specific values in mind. The color palettes, which will be determined in our next step, along with any necessary refinements or revisions, will help perfect the chosen logo.
OUTCOME
Southie’s hottest new yoga studio
After presenting a handful of ideas we came to our final execution of this design. The icon is an abstraction of the lotus pose, with amorphous shapes flowing together and evolving into each other. From here we went on to expand the brand, creating secondary brand marks and developing a color palette that evokes peace and mindfulness.
