Life Time offers a variety of yoga formats for everyone from first-timers to experienced yogis. This “boutique” within the walls of clubs nationwide is called LifePower Yoga. I got to be part of a team that reimagined the visual narrative of this boutique, from naming and icon creation to photography, video, digital and environmental signage. We renamed the formats, including ROOT, BE, FLOW and SURRENDER. This allowed for a flexible system to extend the brand for future format launches, like a cardio hybrid called FIRE and an entry-level format called SOL.
Visual Identity / Art Direction / Web / Collateral
Photography: Jorg Badura
Hello Yoga.
April is Yoga month, so we used this time to introduce the new visual identity with a month-long celebration of the LifePower formats. We called this event Hello Yoga.
