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Brand Development | Soula Yoga
Soula Power Yoga engaged Designworks to develop a brand identity that would help shake loose conventional thinking about yoga. While the end goal of Power Yoga is peace of mind through self-discovery and wellness, Soula's focus is intense total body workouts performed in a humidified workout space heated to 90°.
We began by immersing ourselves in the history, culture, and spirituality of yoga. What emerged was a compelling logo design that captures the essence of Power Yoga just as Soula founders envision it. The logomark pays tribute to the Hindu symbol 'Om', and hints at the human form in motion, infused with heat, uplifted by the coolness of gray and a type treatment that evokes both power and peacefulness.
Designworks carried the new visual brand identity into designs for the studio's building signage and developed a PR srategy to help Soula get there name out into the community. Soon after Soula Power Yoga opened its doors in downtown San José in March 2009, the studio, raised money for a local non-profit called City Year, and was nominated as Best Yoga Studio in San José for this year's Best of the Bay TV Series aired on KRON4.
Scope: Logo Development | Bulding Signage | Press Release Development and Strategic Plan
