Yogabums is an independent venture offering accessible, creative, Yoga and Pilates services across London and the Southwest. Founded by yoga instructor Katie Gould, her client base was expanding organically, and she felt it was the right time develop the brand ready for business expansion.

Katie was illuminated by the beauty of the art and how individual it is to each person but how it unifies. She loved the spirit of unification and actively looked for new ways of bringing people together – holding life drawing and music events. She had a clear direction for her venture, the classes were accessible yet vibrant. A balm for body and soul. She celebrated the quirks of her spirited personality and by virtue hoped her brand could reach people not just with quality and performance but with personality too.

Katie wanted something that aligned with her radiant style driving us to steer away from the well-trodden path of delicate/mute and instead pursuing a balance of grace and vivacity. The visual identity was created to convey a sense of spirit and empowerment and can be epitomized by one key component; a prismatic graphic overlay inspired and created by the fluid movement of the art. The overlay partnered with a vivid colour palette brings an unexpected yet sophisticated energy. The wordmark was crafted to the same brief using custom ligatures and a rounded anatomy to the same effect. A monogram was developed as an embellishing signature to be used as sign off and at smaller scale. Finished off with art direction that puts you in the room and accentuates movement.