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Designworks Creative Design Studio Builds A Power Brand For Power Yoga
San José CA, July 24, 2009 - The successful launch of Soula Power Yoga demonstrates the power of a strong consumer brand to build community and grow business in a tough economy. Soula Power Yoga engaged Designworks to develop a brand identity that would help shake loose conventional thinking about yoga. Studio Creative Director Nathan Merritt put this challenge to his design team: Create an exciting visual brand identity for a maverick business that is a study in contrasts. While the end goal of Power Yoga is peace of mind through self-discovery and wellness, its focus is intense total body workouts performed in a humidified workout space heated to 90°C.
"Our designers immersed themselves in the history, culture, and spirituality of yoga, and went to work," said Merritt. "What has emerged is 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. Soon after Soula Power Yoga opened its doors in downtown San José in March 2009, the studio had filled its workout sessions, 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.
According to Soula Power Yoga founder Marta Weinstock, "Designworks breathed life into our brand identity and helped us put our best foot forward to connect with the downtown community. Their team is very intuitive about our business, and their turnaround on creative is amazing."
About Designworks
Designworks is an integrated marketing services agency dedicated to cross media brand development. We combine strategy, design, storytelling and technology to create effective brand communications across all media, and counsel clients on opportunities to maximize return on marcom investments. Clients include high technology, life sciences, clean technology, and consumer goods and services companies. Services include Brand Communications and Web Design and Development; Marketing Communications and Advertising.
About Soula Power Yoga Studio
Soula (pronounced soul - ah) Power Yoga Studio is founded and managed by Marta Weinstock, an accomplished instructor who studied in Boston and has trained with America's celebrated yoga leaders. Soula Power Yoga is an intense whole body workout that integrates breathing and meditative movement sequences in a heated space. Group and private classes at the San José, CA studio provide personalized instruction in basic to advanced techniques. Visit Soula Power Yoga.
