Brand Identity for Higher Ground

identity for higher ground

SERVICES

Brand Identity

Art Direction

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.

RESEARCH + concept development

Research found that while 22% of yoga participants are male, most competitors target women.

The Opportunity -
This revealed a gap for a gender-neutral yoga studio in Mornington.

Creative Direction -
Imagery displayed inclusivity through abstracting the human body in asanas, inspired by Bill Brandt's mid-century Beach Nude Series.

The logo's typography, inspired by asanas, featured a ‘g’ subtly resembling the child’s pose-a yoga posture symbolising self-compassion.

I developed creative territories that approached the brief from different strategic angles before refining and presenting the strongest three concepts. The final direction, 'Me, Micellar and I' worked through both an emotional and tactical angle: It tapped emotionally into the multifaceted nature of women through showing the different versions they play on a day to day and positioned make-up removal as solo, self-care ritual. From a tactical brand perspective, this educates customers on the different usage occasions and product benefits through a single narrative.Visually, this was expressed through visually cloning one talent.

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 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