daleen yoga
Big Brand, 3 Month 1:1 Business Coaching & Bespoke Website
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Daleen came to me as Soma Yoga in late 2022 - a fairly new yoga teacher, struggling to articulate what she wanted to do, for the people she wanted to help.
A somatic focus on movement was apparent, as was a specialism in the world of Yoga Therapy for people with sleep issues.
It starts with a name…
One of the early points that came up in Research is that Soma is trademarked, meaning I didn’t recommend that Daleen continue to use this name to protect herself and her brand from potential legal issues down the line.
We discussed alternatives including Dormire (sleep in Italian) but ultimately, settled on Daleen Yoga as Daleen fortunately has a really unique and unusual name - perfect for standing out.
We progressed into our Brand Strategy call and quickly identified that Daleen offered more active classes, and very restful ones too - all aimed at helping people move well, live well and sleep well.
From that and Research we decided a colour palette based around dusk and dawn and the contrast of sleep and activity would be perfect. I referenced Pukka Tea, sunrises, sunsets and an edited-down, mid century asthetic for the Mood of Daleen Yoga.
Concepts & Design
We developed two concept approaches based on the brief & strategy for Daleen’s audience of people who need support for their sleep health.
In both concepts we included moons and stars as a visual nod to Daleen’s work with improving sleep, as well as customised typography to make the logo unique to Daleen. Both concepts are simple, and easy to understand giving a warm and comfortable feel with the rounded characters.
Ultimately, concept 2 won out - and we then proceeded to re-developing Daleen’s new website.
Concept 1: Primary Logo
Concept 1: Secondary Logo
Concept 1: Colour Variations
Concept 2: Primary Logo
Concept 2: Colour Variations
Concept 1: Website Mock Up
site build
We opted to re-develop Daleen’s existing site - adding a new domain, revising the site structure and totally re-designing all the pages to reflect Daleen’s new branding.
We followed the Site Map, Wire Frame/Mock Up and Build process as with all my Bespoke Website Builds.
The layout and colour placement is deliberately minimal - cream and dark navy, lilac or umber to be really calm, relaxing and also reflect the mid-century vibe we were going for and Daleen’s reference websites, and the high end offering Daleen and I developed for her in our 3 month 1:1 Business Coaching container.
