North & Soul

 

The creative direction for the visual identity was underpinned by rave culture, which is something meaningful to both founders; we subverted traditional yoga themes with a bolder approach using the psychedelic colours and bold typography often present in rave artwork. However, this wasn’t just about nostalgia for rave culture it was also about creating a brand appealing to a new audience who may have felt alienated by common yoga visual themes.

Deliverables included a new visual identity along with marketing collateral, a new website and a 360 ad campaign. 

 

Impact:

• The company was subsequently featured on ITV news (alongside the marketing collateral).
• N & S surpassed their user subscriptions KPI by 200%.