Yoga Alliance X Soze
All for Yoga
Born out of Yoga Alliance’s desire to reiterate to their community that they are present, listening, and here to support each and every member–from experts to novices to teachers and everyone in between–All For Yoga was Yoga Alliance’s first ever narrative campaign. The campaign launched in a time of upheaval and change, and as an authority figure Yoga Alliance needed to be taken seriously, approachable and inclusive.
The Project
Working with The Soze Agency as a Freelance Designer, I was brought on to lead visual branding for Yoga Alliance’s social media campaign: All For Yoga. The campaign existed exclusively on social media across Yoga Alliance’s Instagram, Facebook and Twitter.
Responsibilities
Visual identity, brand guide, social media graphics and photography guidelines
Note: This campaign launched in December of 2020 and ran until April 2021
Branding: Let The Light In
Yoga Alliance is an authority figure and needed to be taken seriously, but in order to be approachable there needed to be a balance with lightheartedness and joy. By pairing the bold geometric sans serif with a warm, inviting palette, the identity worked to establish this balance visually. The tone of the campaign was optimistic, affirming, aspirational and empathetic. To achieve the goal of inclusivity and accessibility, photography selection played an important role. To combat the idea of Yoga Alliance “elitism” in the yoga space, the photography direction needed to reflect what the yoga community really is: diverse at every level. From body size to geography, ability to age, All For Yoga represents everyone.
Social Media: #AllForYoga
Throughout the entirety of the campaign, I was responsible for building social media graphics and sourcing photography that was on-brand with the All For Yoga campaign. Working with Soze for strategy, copy and content this campaign lived exclusively on Yoga Alliance’s social channels with the goal of growing followers, increasing engagement, and building trust within their community. The #AllForYoga campaign posts averaged a 15+% increase in engagement over Yoga Alliance’s other content across Facebook, Twitter and Instagram.
