Soulhaven; Yoga

The Brief

Brand Strategy, Visual Identity, Collateral & Website Design

Business owner Petrae contacted us in mid-2019 to discuss repositioning a yoga studio that she was just about to purchase. She’d worked at the studio for two years prior to this, and had put in a bid to buy it from its previous owner. She was really proud of the culture that she’d helped build at the studio, and wanted to steer the studio into a new phase by building off the roots that she had established.

She’d done some work with Ami of Craft Coaching - another Amadeus client - and was able to provide me with some great guidance regarding her values, as well as a clearly articulated vision for the new business.

We began working together shortly after on a refreshed look and feel, which we then rolled out across a brand new visual identity and Squarespace website, completed with MindBody integration for easy booking and timetabling capabilities.

The Approach

Petrae had some great ideas about the feel that she wanted to consider for her new brand: minimal, earthy and refined. We exchanged imagery through Pinterest boards, before creating a mood board which we used to guide the logo design and associated colour palette. With the strategic building blocks in place by way of Ami’s work and some workshops we ran via videoconference, the creative process flowed freely.

Before we knew it we were deep into a Squarespace build, and launched a fresh new site right in time for the handover of her business; all completed in a four-week timeline!

The Result

Business is thriving for Petrae, as she continues to put her own stamp on Soulhaven;Yoga (she’s just recorded her biggest month ever). Demand for her classes are ever-increasing, and she is well on her way to achieving her dream of a cohesive community of people - all connected through their practice of yoga in a nurturing environment.

I only wish she could open a studio in my area of Sydney’s Inner West!