Bella Yoga Rebranding
Problem
Context
Their goal was to convert more followers into visitors and offer incentives for those following their accounts.This is some text inside of a div block.
Role
All research, graphics, and material were compiled into an easily digestible and branded proposal.
Research
Understanding the Client
Tone of Voice
Calm, friendly, and inviting. Spoken as if addressing a friend.
Mission Statement
Bella Yoga's mission is to guide and and teach yoga practices that promote healthy living. They do so by providing learning opportunities to anyone, no matter their level of experience with yoga.
Vision Statement
Their vision for the future is to create and maintain a small but tight community of clients and yoga enthusiasts. By creating a community, Bella Yoga can maintain an all-inclusive, non-competitive environment, ideal for relaxation and reconnecting with nature.
Positioning Statement
Provide the most inclusive yoga practices with a diverse range of intensity and class sizes, along with a library of videos for independant practice.
Target Audience
Old Brand Identity
Critiques
- Single line flower motifs are a generally overdone theme, especially among template designs.
- Inconsistent font and treatment for typography
- Heart motif is not referenced anywhere else
- Colors are calming, but lack connection to reoccurring keywords, such as "grounding" and "nature"
Reworking
New Brand Identity
Key Changes
- Unique logo with direct references to nature and balance
- Responsive logo system
- The new color palette, reflects the keyword "grounding," and allows for more visual contrast
- Additional visual elements that can be used to create texture and depth (see marketing material)
Marketing Plan Workflow
XMPie
Using the plug-in XMPie Circle, my team created a workflow with these top considerations in mind:
- Conversion strategy (personalized SMS reminders, embedded media links, time sensitive deals and promotions, calls to action)
- Funnel website navigation towards class booking page
- Confirmation and feedback pages
Website
Some noticable concerns on their website were an unorganized navigation system, underemphasized call-to-action's, excessive word-dumping, and lack of typographic hierarchy. To adress these issues, we...
- Reworded the copy, and utilized drop-down menus to hide unnecceesary details
- Improved UX and UI by visually grouping information to be easily digestible and emphasizing call-to-action's
- Asisiting booking conversions by adding a calender of available dates on every respective "class details" page insert
- Updating the "About" section and creating a footer for additional navigation
Marketing Materials
Digital Media
Facebook & Instagram
We created our Facebook and Instagram posts with shareable content, referral opportunities, and offered services.
For Pinterest, we focused our content on educational articles and teaching the benefits of yoga. Consumers are more likely to invest in a business that they feel gives them more value than what they paid for. One simple way to give extra value is by giving (free) information that will likely stick with the consumer, past the completion of a service.
Printed Media
Flyer and Business Card
To compliment our digital marketing material, my team and I created a flyer and business cards to encourage referrals.
Brochure
Lastly, we designed a brochure with all important information for the older, less-tech savvy demographic, or those that respond better to haptics.
