When [jo:ga] started out it was as a test concept. Would it work, did people like it?
They did, but it needed an identity and a purpose.
The visual identity from the marketing campaigns did not give you a sense of a place that was any fun. You are sitting alone and no colors to lighten the mood.
The front page was confusing and loud. Many buttons and a bright green color on the black and white background made it difficult for new members to navigate the site.
The different classes had names like: Ydmyg Kriger, Blid Due and Stærk Cobra. No one of the members really knew what these classes were about from the name and the vibe they got from the illustrations where more of traditional yoga.
From the interviews with the owners and the members it became clear that the playfull part of yoga was something they missed. It was also important for the owners to give the brand a more urban vibe through marketing content.
The old website was replaced by a new design that made it easier to navigate for members and people who visited the site for the first time.
A big part of making the brand more aligned with a sporty and easy for all yoga studio was changing the names of the classes and the visual look for each class.