TYS

a not so
standard
~
yoga studio

a not so
standard
~
yoga studio

Context:

Starting in October of 2017, I took on my role as the lead visual and marketing coordinator for a small new yoga studio opening in San Luis Obispo–The Yoga Standard. I helped direct, shoot and collate photoshoots for use within The Yoga Standard's branding and identity with which I used to help create consistency on a multi-channel basis. Starting with their Instagram page and website, I expanded their branding to help create and cohesive whole, from the homepage of their site to Instagram posts to online advertisements. I currently am still acting as lead marketing and visual coordinator, helping to continue both brand awareness in the area as well as monitor and maintain social channels.

The When: 
October 2018-Present

The How:
Adobe Illustrator
Adobe Photoshop
Facebook Ad Manager
Later Social Planner
Sony A7rii Mirrorless Camera

The Where:
San Luis Obispo

The What:
Advertisments and Marketing
Branding and Identity
Graphic Design
Photography 
Art Direction

persona
processtys
tysprocess2
TYSportfolio3
TYSportfolio7
TYSportfolio9
TYSportfolio4_03
TYSportfolio6
TYSportfolio5
why-wait1
heartratebandstory

The Persona:
The typical customer of the Yoga Standard was split into two main divisions: the young college student interested in a healthy lifestyle and the older more affluent upper-middle-class dedicated to healthy living. These people are interested not in just a sweat fueled workout but all the benefits, reasons and sense of community that lie in between the lines of a fitness studio. This cross of consumers created two specific desires. The older customers craved the higher end feeling of support and well thought out studio culture typically provided in a larger corporate setting. And the younger millennials wanted evidence; evidence that the studio was young enough to relate and responsible enough in their practices to inspire them.

The Problem:
In a saturated market for yoga studios such as San Luis Obispo, it was important to realize what The Yoga Standard was as a business and what it wasn't–and unapologetically shout it to the world. The first step was establishing a firmer sense of branding to ensure future success and growth.

BLAH

After much soul-searching and an exorbitant amount of Uber Eats, The Yoga Standard slowly began to take form. Drawing inspiration from the clean aesthetic of successful fitness companies today such as SoulCycle, while still trying to keep a sense of integrity such as Lululemon. We aimed to fufill something different than other yoga studios in the area. 

Taking a different approach to fitness, The Standard is shaped around a methodology created by the founder local fitness guru and influencer Brittni Acker. The branding needed to convey this high-end feeling of polish, along with an honest sense of relatability. Because it wasn't a yoga studio, it was so much more.

Falling in line with the clean and minimal approach of most fitness empires of today, with just a touch of nostalgia. 

The next needed element was photography, to really understand what The Standard offered, people needed to see it. This collateral would be used primarily for social platforms and be the main approach in promotions for the studio. However, these photos would also make up the backbone of the studio's website, the landing place for almost all potential customers and the first establishment of the brand in the consumers' eyes. 

Immediate calls to action were at the forefront and unapologetic, just like everything else with The Standard, we aimed to be quick to the point but thoughtful in how we got there. Keeping proper Search Engine Optimization in mind throughout, the usual steps were taken I aimed to include relevant keywords throughout the site and maintain User Experience to keep retention high. Since its inception in October, I have increased the website's ranking from an initial spot as the 26th return to the search term "yoga san luis obispo"; the current return is now the 6th through Google.

Take a look for yourself here.

Immediate calls to action were forefront and unapologetic, just like everything else with The Standard, we aimed to be quick to the point but thoughtful in how we got there. Keeping proper Search Engine Optimization in mind throughout, the usual steps were taken I aimed to include relevant keywords throughout the site and maintain User Experience to keep retention high. Since its inception in October, I have increased the website's ranking from an initial spot as the 26th return to the search term "yoga san luis obispo"; the current return is now the 6th through Google.

Take a look for yourself here.


The next step was incorporating the same consistency across social platforms, the primary focus being Instagram as most businesses do today. I set to curating not only photographs but creating and styling appropriate graphics as well. The more ways to show people who exactly The Standard is, the better.

Since its creation, the studio's Instagram has experienced increased steady engagement and followers. It has amassed over 4.5k followers and is continuing to grow through consistent daily posts and proper hashtags. 

It was less about a place for studio updates for the yogi down the street, and more a goal of creating something inspirational for a practitioner across the country.

Double tap us some love here.

It was less about a place for studio updates for the yogi down the street, and more a goal of creating something inspirational for a practitioner across the country.

Double tap us some love here.


Through Facebook and Google Adwords, we helped increase conversion and memberships. I worked to target proper demographics for campaigns such as "Why Wait" a point based challenge system that helped keep class attendance at a consistent high throughout December. Or for general promotions such as the incorporation of heart rate monitors in general workout classes, helping to steer our target demographics back to our website for optimal conversions.

I continue to work with The Yoga Standard to fully develop a genuine brand and a party within this lovely studio. 
Take a look for yourself at our website, or give us a follow on Instagram. Check back soon for more shenanigans. 

a not so
standard
~
yoga studio

a not so
standard
~
yoga studio

Context:

Starting in October of 2017, I took on my role as the lead visual and marketing coordinator for a small new yoga studio opening in San Luis Obispo–The Yoga Standard. I helped direct, shoot and collate photoshoots for use within The Yoga Standard's branding and identity with which I used to help create consistency on a multi-channel basis. Starting with their Instagram page and website, I expanded their branding to help create and cohesive whole, from the homepage of their site to Instagram posts to online advertisements. I currently am still acting as lead marketing and visual coordinator, helping to continue both brand awareness in the area as well as monitor and maintain social channels.

The When: 
October 2018-Present

The How:
Adobe Illustrator
Adobe Photoshop
Facebook Ad Manager
Later Social Planner
Sony A7rii Mirrorless Camera

The Where:
San Luis Obispo

The What:
Advertisments and Marketing
Branding and Identity
Graphic Design
Photography 
Art Direction

persona

The Persona:
The typical customer of the Yoga Standard was split into two main divisions: the young college student interested in a healthy lifestyle and the older more affluent upper-middle-class dedicated to healthy living. These people are interested not in just a sweat fueled workout but all the benefits, reasons and sense of community that lie in between the lines of a fitness studio. This cross of consumers created two specific desires. The older customers craved the higher end feeling of support and well thought out studio culture typically provided in a larger corporate setting. And the younger millennials wanted evidence; evidence that the studio was young enough to relate and responsible enough in their practices to inspire them.

processtys

The Problem:
In a saturated market for yoga studios such as San Luis Obispo, it was important to realize what we were The Yoga Standard was as a business and what it wasn't–and unapologetically shout it to the world.
The first step was establishing a firmer sense of branding to ensure future success and growth.

 

tysprocess2

After much soul-searching and an exorbitant amount of Uber Eats, The Yoga Standard slowly began to take form. Drawing inspiration from the clean aesthetic of successful fitness companies today such as SoulCycle, while still trying to keep a sense of integrity such as Lululemon, the client craved something different than other yoga studios in the area. 

TYSportfolio3

Taking a different approach to fitness, The Standard is shaped around a methodology created by the founder local fitness guru and influencer Brittni Acker. Its branding needed to convey this high-end feeling of polish, along with an honest sense of relatability. Because it wasn't a yoga studio, it was so much more.

TYSportfolio7

Falling in line with the clean and minimal approach of most fitness empires of today, with just a touch of nostalgia. 

TYSportfolio9

The next needed element was photography, to really understand what The Standard offered, people needed to see it. This collateral would be used primarily for social platforms and be the main approach in promotions for the studio. However, these photos would also make up the backbone of the studio's website, the landing place for almost all potential customers and the first establishment of the brand in the consumers' eyes. 

The next needed element was photography, to really understand what The Standard offered, people needed to see it. This collateral would be used primarily for social platforms and be the main approach in promotions for the studio. However, these photos would also make up the backbone of the studio's website, the landing place for almost all potential customers and the first establishment of the brand in the consumers' eyes. 

TYSportfolio4_03

Immediate calls to action were forefront and unapologetic, just like everything else with The Standard, we aimed to be quick to the point but thoughtful in how we got there. Keeping proper Search Engine Optimization in mind throughout, the usual steps were taken I aimed to include relevant keywords throughout the site and maintain User Experience to keep retention high. Since its inception in October, I have increased the website's ranking from an initial spot as the 26th return to the search term "yoga san luis obispo"; the current return is now the 6th through Google.

Take a look for yourself here.

Immediate calls to action were forefront and unapologetic, just like everything else with The Standard, we aimed to be quick to the point but thoughtful in how we got there. Keeping proper Search Engine Optimization in mind throughout, the usual steps were taken I aimed to include relevant keywords throughout the site and maintain User Experience to keep retention high. Since its inception in October, I have increased the website's ranking from an initial spot as the 26th return to the search term "yoga san luis obispo"; the current return is now the 6th through Google.

Take a look for yourself here. 

TYSportfolio6

The next step was incorporating the same consistency across social platforms, the primary focus being Instagram as most businesses do today. I set to curating not only photographs but creating and styling appropriate graphics as well. The more ways to show people who exactly The Standard is, the better.

TYSportfolio5

Since its creation three months ago, the studio's Instagram has experienced increased steady engagement and followers. It has amassed over 2.5k followers and is continuing to grow through consistent daily posts and proper hashtags. 

It was less about a place for studio updates for the yogi down the street, and more a goal of creating something inspirational for a practitioner across the country.

Double tap us some love here.

It was less about a place for studio updates for the yogi down the street, and more a goal of creating something inspirational for a practitioner across the country.

Double tap us some love here. 

why-wait1

Through Facebook and Google Adwords, we helped increase conversion and memberships. I worked to target proper demographics for campaigns such as "Why Wait" a point based challenge system that helped keep class attendance at a consistent high throughout December. Or for general promotions such as the incorporation of heart rate monitors in general workout classes, helping to steer our target demographics back to our website for optimal conversions.

heartratebandstory

I continue to work with The Yoga Standard to fully develop a genuine brand and a party within this lovely studio. 
Take a look for yourself at our website, or give us a follow on Instagram. Check back soon for more shenanigans. 

More to See

01Graphic Design, Typography

02Advertising Design, Photography

04Graphic Design, Typography

05Web Design, Branding

07Studio Photography

06Photography, Mixed Media

08Studio Photography

09Studio Photography