So many iced lattes.
The target audience of San Luis Obispo 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. 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.
After countless brainstorm sessions (with far too many Uber Eats deliveries) The Yoga Standard began to take shape. To create a cohesive vision I helped direct, shoot and collate photoshoots for use within The Yoga Standard's platforms on a multi-channel basis. I balanced powerful opinionated moments present in typographic assets—with photography meant to convey the intimacy and self-reflection of a consistent yoga practice.
Visual Design and Photography from Marc Hill