My task was to brand my business Sarah Fretwell Yoga, staying true to the values: practice, engage and transform.
After experimenting with shapes, I chose a triangle, for its symbolic meaning of power, stability and balance. I played around with different sizes and angles to make sure that I landed on the most steady and most optically pleasing form. The inside triangle unites the others, representing the union of mind, body and soul. I decided to use Futura as my typeface, for its simplicity, distinct look and readability, as well as its clean lines that mirrored the lines of the triangle. I decided on blue for the colour for associations with calmness, tranquility and its cooling, restful and balancing qualities.
The identity of the website design needed to display an air of creativity and professionalism, without being too serious. Using a fully responsive Genesis child theme I customised it using CSS, adding portfolio boxes to the front page. The site is clean and minimalist, to showcase the photos.