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higher ground
identity design
THE BRIEF
The Higher Ground project involved developing brand strategy, identity design, art direction, and signage for a new yoga studio on the Mornington Peninsula. The challenge was to create a distinctive, eye-catching brand that reflected the studio’s values of connection, compassion, and truth of self, while standing out in a competitive market.
The Higher Ground project involved developing brand strategy, identity design, art direction, and signage for a new yoga studio on the Mornington Peninsula. The challenge was to create a distinctive, eye-catching brand that reflected the studio’s values-connection, compassion, and truth of self, while standing out in a competitive market.
SERVICES
Campaign Design
Art Direction
Final Artwork
research + concept development
Research revealed a gap for a gender-neutral yoga studio in Mornington, where 22% of participants are male but most competitors target women. This informed the brand’s positioning, tone of voice, and design, shifting away from clichéd yoga imagery to abstract human forms and close-ups of asanas, fostering inclusivity and universal appeal. The logo's typography, inspired by asanas, featured a ‘g’ subtly resembling the child’s pose-a yoga posture symbolising self-compassion.
RESEARCH + CONCEPT DEVELOPMENT
Research revealed a gap for a gender-neutral yoga studio in Mornington, where 22% of participants are male but most competitors target women. This informed the brand’s positioning, tone of voice, and design, shifting away from clichéd yoga imagery to abstract human forms and close-ups of asanas, fostering inclusivity and universal appeal. The logo's typography, inspired by asanas, featured a ‘g’ subtly resembling the child’s pose-a yoga posture symbolising self-compassion.
RESEARCH + CONCEPT DEVELOPMENT
Research revealed a gap for a gender-neutral yoga studio in Mornington, where 22% of participants are male but most competitors target women. This informed the brand’s positioning, tone of voice, and design, shifting away from clichéd yoga imagery to abstract human forms and close-ups of asanas, fostering inclusivity and universal appeal. The logo's typography, inspired by asanas, featured a ‘g’ subtly resembling the child’s pose-a yoga posture symbolising self-compassion.
RESULTS
The branding successfully established Higher Ground as an inclusive and modern yoga studio. Feedback praised the brand’s ability to connect with diverse audiences, creating a welcoming identity that resonated with both experienced yogis and newcomers.
The branding successfully established Higher Ground as an inclusive and modern yoga studio. Feedback praised the brand’s ability to connect with diverse audiences, creating a welcoming identity that resonated with both experienced yogis and newcomers.
The branding successfully established Higher Ground as an inclusive and modern yoga studio. Feedback praised the brand’s ability to connect with diverse audiences, creating a welcoming identity that resonated with both experienced yogis and newcomers.
RESULTS
JANE FENN, OWNER
The project management and visual outcome of this project was fantastic; I couldn’t have imagined it to be this good. Georgia took my ideas and translated them into something cohesive and professional. She took the time to get to know my business and what I’m trying to create. With this understanding, she gave many useful suggestions that I’d never have thought of; it’s been amazing. Overall, having Georgia on board in the conception of the business has been great, and I’m incredibly grateful for that.
JANE FENN, OWNER
The project management and visual outcome of this project was fantastic; I couldn’t have imagined it to be this good. Georgia took my ideas and translated them into something cohesive and professional. She took the time to get to know my business and what I’m trying to create. Overall, having Georgia on board in the conception of the business has been great, I’m incredibly grateful.
