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ROLE
CREATIVE DIRECTOR
The owners were looking for a way to introduce a new way of thinking about the overall health of New Yorker’s minds and bodies. They felt the need to re-brand to reflect its new approach with the addition of classes to give its clients a more well-rounded experience.
I was approached to re-name and re-brand the long-standing yoga studio for a look and feel that was fresh, modern, community-driven, and expertly led.
We created a total brand and identity refresh that positioned bodē NYC as the place where New Yorker’s could come together to find their calm.
We created a relaxing, yet bold, color palette that reflected the spectrum of classes offered that was grounded in an elegant and simple logo design.
The new identity launched to sold out classes for bodē NYC and garnered earned media with local press and news outlets covering the updated studio brand and launch.
The Cairns
The symbolism of the bodē logo evolves from the 3 concentric oval shapes, inspired by the top view of a ‘cairn – a balanced pile of stones typically created to mark a path.
The Practice of Balance
The act of balancing a cairn can be used as a spiritual practice like meditation. Every person has a spiritual path in life which can be defined and enhanced by daily practices involving body work, like yoga.
Integrating Mind & Body
In the past, Western culture has tended to separate body and mind, yet we are now re-understanding the intimate and balanced connection between them. We used this integrated methodology to guide our thinking as we repositioned bodē in a saturated urban market.
"[My co-founder] Jen [Lobo] and I are very happy to have our own identity. Whatever we do now is a reflection of us.”
Donna Rubin
bodē NYC Co-founder
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PRESS
“We are thrilled to be expanding our class offerings in order to provide our clients with a 360 degree experience. Traditional hot yoga classes for a lean flexible body and cool mind. Our signature Hot HIIT classes for core and upper body strengthening. Our unique Yin Nidra classes for deep stretching and mini Nidra meditation. And bodē Sound Baths for a complete relaxation experience,” says Co-Founder Jennifer. #HotBodeCoolMind, a hashtag within itself, captures the effect on point.
Donna and Jen live and breathe this connection and have been refining these practices for 18 years. bodē NYC is the founders’ way to share their expertise, allowing every individual to achieve balance, be “on their path” and feel great throughout the body and mind.
Read the full press release here.
Read the original NY Post article here.
Read the original AM New York article here.
