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    • [ Brand Strategy ]
    saniyeyoga
    hatha kurs promotion
    2017-2019

    Saniye
    Yoga Flow

    First Brand Strategy Exploration,
    Print Essentials, Webdesign and Social Media Assets for a consistent Brand appearance

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    Situation

    Task

    Actions

    Results

    +++++++ Saniyes's vision

    Breathe Inn Breathe Out
    arrive with your breath
    Hatha Yoga with Saniye

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    In the beginning of the YEAR 2016, saniye wasn’t having an established Brand collateral, I explored a first Brand Identity and Print material, which I developed further in 2019 I developed the website MVP Experience for a Consistent Brand Perception.

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    We want to build an authentic, personal brand to showcase expertise, personality, and values. guiding yogis on a serene and transformative yoga journey, emphasizing themes like "Ankommen" (arriving), "Sein" (being), and "Ausatmen" (exhaling). Musical elements are integrated into the yoga offerings, enhancing the sensory experience.

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    What makes saniyes practice as yoga teacher unique` in the yoga landscape,

    • In the landscape of Yoga Business - there are many studios out, which offer a specific style of Yoga: Hatha, Ivengar, Ashtanga, Hot Yoga. Other Studios offer a specific Style and a diverse Set of Studio Teachers.
      Saniyes Classes are teached in different Studios, but she always brings the same vibe of teaching: beginner and mid-level style, warm,caring and with a musical treat at the end of every session.
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    Emphatizing with Yogis
    to understand whom we are designing for,

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    Creating a visual Mood based on visual delight to Guide further Brand decisions.

    The Visual Delight Principle refers to the idea that digital and physical products should not only be functional and usable, but also visually pleasing in a way that sparks joy, curiosity, or emotional engagement. It's a design principle often used in UX/UI design, product design, and branding, emphasizing aesthetic pleasure as part of the user experience. Considering the Context of SaniyeYoga, we want Peopel feel "Tradition" and "Delight" in a "modern Environment". Not wanting to be overly "Spiritual", but recultivating ancient rituals.

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    • Exploring the Brand CI Style
    the Font, Icons, Colour Composition and Brand Name.

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    “HOW MIGHT WE”- How can we convey tradition and modernity in a logo brand symbol? To do this, I created several symbols that can be associated with yoga and India. We then evaluated these symbols for their depth of meaning.

    The idea for the brand symbol is based on two symbols – the spiral and the dot, which we combined into one graphic at Saniye's request.

    The left spiral is a symbol of return and unity – it leads inward to the center, to oneself. The spiral is an original universal symbol of all cultures. It signifies the unity of nature and spirit. The dot has a mystical meaning. It represents the third eye of spiritual vision.

    In the beginning of the YEAR 2016, saniye wasn’t having an established Brand collateral, I explored a first Brand Identity and Print material, which I developed further in 2019 I developed the website MVP Experience for a Consistent Brand Perception.

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    Who, Why, How, What? Exploring the Service Offered analog and digital.

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    Empathizing with Customers and there Goal for the Touchpoints Digital, Analog

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    How can we motivate and help Yogis to see progress and keep them engaged?

    We started out with print material to give Yogis Class Cards at Hand - they can collect as "Sun Salutation" Asana Collection. As a sweet give away, to track there progress and learn asanas. Furthermore giving admiration to that print itself as Instruction Cards to collect and learn with. Printed at Umweltdruckerei Berlin.

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    Furthermore we launched a Webdesite with Booking functionality, for a holistic Customer Centric experience

    Situation

    Task

    Actions

    Results

    We De-Construct and
    Re-construct     the Website Information architecture,

    • Web Launch: the last step of that re-branding roll out required a new Website Design and Development.
      To achieve a consistent Experience on the digital and analog Touchpoints and a Cohesive use of colors, fonts, and imagery aligned with those defined brand values (calm, empowering, personal),
    • Web Architecture: With a Web-Screen Audit we can document specific Task flows: how many steps it takes to "Book a Couse". The customer journey visualizes and documents the customer's experience as they interact with a company, step by step, from the moment a need is awakened to the moment that need is satisfied.. It reflects the customer's overall experience.
    • Web Brand Promise: We wanted to integrate more authentic colourful images of Saniye course sessions, next to filligrane Line-Illustrations, to evoke softnes and a powerful contrast in its whole context. That new approach shall guide with a more impactful brand style: a sun-flooded Website Entry as a Welcome to Saniyes Yoga Courses.
    • Brand Gap:"The website athmosphere creates a dreamy vibe of melancholy, which is not mainly a wrong approach - Design is subjective, somehow.
      I accelerate the story into a full visual concept to "brand" your business consistently.
    • Re-Design Solution: On the new Website we can directly choose to book a specific Course, without any further search, helping Users with there Core goals to book a Course.
      - reducing unnecessary fricition and confusion, and effort in search
    • We want to test our assumptions, transforming the visual messaging into a more powerful modern solution.
      - giving clarity in its Word Conventions,
      reducing unnecessary friction
      - making it clear that Hatha Yoga Style is offered
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    Framing a visual re-defined User Journey for sun'light seeking Yogis,

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    Proof of Concept, what makes Yogies enjoy the new Design Solution?

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    Engage with Social Media,
    see what Saniye shares about philosophy and teaching

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