Take a deep breath
and explore the world of yoga
When Lumi Power Yoga asked us to develop their branding and visual identity, we inhaled deeply. The identity had to chime with Lumi’s brand values, appeal to their target audience and be distinctive in the marketplace. It also had to transfer easily across various marketing materials, without tweaking a muscle.
Lumi was also looking for an easy-to-use website to carry the new brand identity, with CMS that allowed them to post new events. Users also had to be able to sign up and pay for events on the website. So a spot of ecommerce was also needed. We took a deep breath again and awakened our cosmic energy.
The target audience here are right up our street:
- 25-45 year old urban professionals, mostly female
- Lead a busy lifestyle, likely to work in central London, live within zone 2
- Are active and interested in fitness and health. Likely to be gym-goers, runners or cyclists.
- Have above average disposable income
This was a large project requiring all hands to the pump.
Building the Lumi Power Yoga
Working closely with our friends Lumi Power Yoga, we began with exhaustive research (and the occasional downward dog).
We looked at competitors, brand values, positioning, unique value offer and a bunch of other aspects of visual identity. It’s an important job: research shows that businesses that understand branding and believe in it are on average 12% more profitable and nearly 20% more productive. Brand differentiation can improve awareness, dictate perception and improve desirability. In general, businesses with a recognisable brand enjoy a higher perceived value.
Logo design process evolution..
A lot of thought went into the Lumi logo. The circle represents sun and energy and is also connected with yoga philosophy. The circle also suggests a community and strength in unity. We chose green for its sense of purity and growth. Finally, the shape within the circle represents mobility, health and dynamism. It’s also a yoga pose. Quite a tricky one.
Building the website
Without interactive prototypes, it would all collapse in a heap. On the mat. So that’s where we started, to ensure content structure, calls to action and the important parts of the website are well thought out. We worked closely with the client at this stage to optimise the web experience for users as much as possible.
Clean design, brand colours and styles were carried through the entire website. We added a sense of community and quality with professionally taken photographs.
As always, we've created a beautiful WordPress CMS that allows them to content-manage their site, add events, add pages, and track enquiries.