Draíocht Yoga
Brand and Digital
Aoife is a yoga teacher working with both The Cliffs of Moher Retreat in West Clare and on her own private classes and offerings as part of her business Draíocht (meaning ‘magic’ in Irish) Yoga . She needed a brand identity to represent her teaching style and ethos in a
digital space.
digital space.
Draíocht Yoga’s offering centres around helping others rediscover the magic of their body through movement. Aoife is particularly focused on the subtle energetics of the body and helping women understand and work with their cycle.
Research and Development
Aoife’s brand was created to be applied to her growing online business, supporting the website, her social media and digital products.
I worked with Aoife to bring her vision for her yoga brand to digital screens; building a brand from scratch and then translating its essence to web, social media, and digital eBook design. We began with a period of research, looking at inspiration and competition, both in online spaces and physical studios. From here we were able to develop a clear idea of what Draíocht felt like and how we could bring that feeling to Aoife’s audience through visuals.
From the very beginning Aoife knew that she wanted her brand design to be rooted in natural influences, and in particular the symmetry and formations of sacred geometry. After an initial design questionnaire, we decided to focus on astrologic shapes such as sun, moon and triangles.
After presenting three initial logo shapes, we settled on the final design which combined geometric moon and sun shapes with more organic/bohemian starburst lines. We expanded this into an alternative logo, brand mark and favicon so that the logo would be versatile enough for all the places it would be applied.
Original mood board compiled after initial meetings with the client.
Initial sketches based on sacred geometry and natural formations.
Colour palettes originally developed for the project.
Final Outcome
Continuation
In order to create an online presence, I designed and developed a multi page Squarespace website for Aoife. The website also hosts a shop and online video class hub for seasonal offerings created by Aoife and designed and uploaded by me.
This project developed into a passive sales opportunity through digital products and offerings, as well as the opportunity to support Aoife in creating monthly newsletters and building her audience. We designed an online eBook, sales page, video hub, motion graphics and automated checkout operations for Draíocht Yoga’s seasonal Yoga bundles. This allowed Aoife to create evergreen products which complimented her more tailored offerings and ultimately grow and convert her audience.
