Yoga 4 Change
Branding, Web Design, Creative Direction, Collateral
Yoga 4 Change is a Jacksonville based non-profit organization founded in 2014 that achieves meaningful change for veterans, incarcerated individuals, vulnerable youth, and those dealing with substance abuse. The organization’s purpose-driven yoga program heals and empowers these at risk populations, creating healthier, safer communities, with every class. Yoga 4 Change has partnered with over 70 organizations since its inception, reaching over 23,000 individuals since January of 2016.
When Yoga 4 Change approached us, they were confident in their plans for organizational growth and sustainability. They had worked with another marketing firm to put together a strategic document to help organize their plans. They knew they needed to embrace a culture of philanthropy in order to attract new donors and establish long term relationships with those already contributing. With plans to expand programming to over 40,000 students in 2017, it was up to us to design the tools to support their growth.
Using the document as a conversation starter, we sat down with the Yoga 4 Change team and talked about the brand. The conversations focused on one thing — change. It was apparent that the focus of the organization was the real, lasting change that the purpose-driven curriculum creates.
We were initially tasked with designing a new website that put fundraising first and emphasized the positive effect that Yoga 4 Change creates, but we soon recognized the need to bring consistency to the look and feel of the brand itself. Thankfully, the Yoga 4 Change team agreed, and we began work on a brand new identity that would enhance visibility, improve clarity, and help position the organization for the future.
With a clear understanding of the brand in place, we turned our attention to similar organizations and the differentiators that make Yoga 4 Change unique. We presented the team with suggestions for their brand belief, a comparison of other non-profits in the space, and a collaborative exploration of visual preferences (fig. 2). That was followed by exploring unique identity concepts that emphasized change instead of just yoga (fig. 3).
After presenting design concepts, the Yoga 4 Change team decided on the “Perspective” concept with minor tweaks to the color palette and icons. In this conceptual approach, we wanted to embrace the idea of a change in perspective. The identity visually invites those who interact with the brand to shift their thinking.
A stylized mark initially reads as a 4, but closer inspection of each element reveals a Y as well as an arrow that suggests positive movement and change (fig. 4). When paired with visuals and messaging that embrace the idea of fresh perspectives, the result is an identity built on not only yoga, but the openness required to turn vulnerable populations into empowered individuals.
The website we designed embodies the simplicity of the visual identity, putting the focus on bold patterns and real, positive imagery. The goal was to design a site that was equal parts approachable and efficient, clearly communicating key messages while making it easier than ever to get involved. That meant helping select and implement a CRM to help organize donor information and facilitate the development of the strong, lasting relationships that are key to sustainability.