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Case Study:

One Light Yoga

Holistic Yoga Studio in Utica, MI

Scope

Brand Photography, Brand Strategy, Logo Design, SEO, Web Design, Web Development

Overview

The goal of this project was to achieve cohesive branding through a new logo, website, and library of branded images. This built the foundation for One Light Yoga to quickly and easily create future marketing content to attract more attendees to their yoga classes.

My client had taken ownership of the studio a year ago, which was formerly called the Yoga Studio Downtown. She didn’t want to lose the reputation that the studio already had in the community. The previous website was already ranking high in search engines and the new owner didn’t want to start over from scratch if we created a new website. 

However, the website was hard to manage for my client and navigate for users. The website also used a lot of stock photography which did not showcase the charm and warmth of her yoga studio.

Results

Brand Strategy

During our Brand Discovery Workshop, we discussed her goals and her vision for the studio. This brand valued connection between the teachers and students to create a small community, guiding students to mental and physical growth, and exceptional service and knowledge. 

After conducting competitor research, it was easy to see how One Light Yoga was different from other local studios. One Light Yoga was positioned to give students a personal, high touch experience with small and deeply connected classes, as well as significant community engagement.  The visual branding needed to portray a sense of value and knowledge while being approachable and friendly.

Logo Design

The client did not want a logo with typical yoga symbols like a lotus or person in a yoga pose. The name “One Light Yoga” comes from the mantra recited at the end of many yoga classes: “The light in me sees and honors the light in you, for they are the same.”

One Light Yoga Studio Logo
One Light Yoga Studio Final Approved Logo - The logo icon uses solid, uniform lines to represent the foundational support of One Light Yoga. The interconnected lines with the circle represent community and connection.
Mockup of Studio Signage with Logo Concept
The negative space of the icon forms a flame-- a visual representation of the light in every living being.
While at first glance the icon looks like it is one interconnected shape, there are distinct pieces to the logo- O, L, Y (One Light Yoga).

Brand Photography

We needed images with directional light to represent the “One Light” in their name. We also wanted pictures that had earthy, warm, and muted colors to match the brand’s colors. The types of images we captured included headshots of all the yoga instructors, action shots of the different types of classes, and teachers showcasing their expertise in different yoga poses.

Website Design

The website uses many reusable blocks making updating content significantly easier. For example: if a price needs to be changed, by simply changing the numbers on the Pricing page, the pricing table on the Class Descriptions and Class Schedule page will automatically update. Since it’s done automatically and she’s not having to manually edit each page, she has more time to focus on her business. 

The website also has a custom content type for Events where the listings automatically disappear once the event date has passed.

Before After

Outcome

I'm blown away, Tracy. Such beautiful pictures.

The photography and especially the website are wonderful. The process of putting a vision into words was valuable.

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