YOGA WITH DULCINEA

CLIENT

YOGA WITH DULCINEA

INDUSTRY

WELLNESS + INSTRUCTOR

TIMELINE

2021 - 2025

SERVICES

BRAND IDENTITY + DESIGN

Building more than a brand

This began as an ongoing project of building a brand with a client, growing and developing with them as the customer base, and client needs, changed. This company sets itself apart from the usual basic yoga instruction by diving into individual client needs and spiritual practice, providing in-depth instruction. From physical therapy support and pregnancy yoga to Yogic philosophy, we participated in the challenge of slowly creating a build-able, grow-able brand for an evolving base.

Another world.

The visual concept behind Yoga with Dulcinea ‘transporting users to another world’. Inspired by galactic visuals partnered with the mysticim of the desert, bright colors and soft hazy gradients fill the space. Elements are lit by an unseen source, highlighting pockets of light, darkness and natural vibrancy. The goal is to represent a separation from the easy to overlook, hum-drum elements of daily life and entice a type of joyful awareness of physicality.

BRAND STYLE GUIDE

Recommendations for Future Strategies

Because the business is positioned for growth there are any number of directions to move in naturally, either folding them, one at a time, into a larger framework, taking on several at once, or treating some as seasonal endeavors. This can include:

  • Moving the existing media to a new platform designed for instructors.

  • Merchandising efforts could be on a seasonal schedule, possibly based on the lunar calendar.

  • Separate and highlight the existing meditative and spiritual practice elements.

  • Voice and messaging could shift to be more intentionally inclusive, helping to build the service’s culture and create a strong sense of community.

  • Increased focus on social media efforts to provide space for that community, offering new and positive intake points for the existing longer-form media.

  • More actively promote her in-person retreats and classes.

  • Creating a mobile app as the primary source for instructional content, leaving the website to function primarily as an intake point.