When Stephanie met Betsy in 2014, she had been running her yoga studio for nearly two decades. During those years, she had developed a premier product with some of the best yoga teachers in the city; however, Betsy knew that her branding and marketing strategies needed an upgrade in order to stay relevant in the marketplace with the yoga boom of the 21st century. When Stephanie took over as her general manager, Betsy’s Hot Yoga Studio had zero social media presence. Her website was outdated, and Betsy wanted to grow the brand by adding not-hot classes to the schedule. Stephanie started organizing a social media strategy through Facebook and Instagram that would rely on tagging passionate members, showcasing action photos, and utilizing the city’s hashtags to heighten engagement. Stephanie then collaborated with a graphic designer to develop a logo that would mimic the shape and design of the original logo with updated fonts and a more personal feel. We communicated the change with print media and through the social audience gained with the digital campaign.
Stephanie designed all of the graphics that were used for collateral in the rebranding campaign. She then worked alongside a developer to build out a WordPress site with HealCode integration that would allow students to sign up and pay for classes online. Finally, Stephanie organized an email marketing campaign that aligned with the studio’s new brand.
More importantly, Stephanie was able to give the new studio its own voice while staying true to the most important qualities of the original brand’s design. She was adamant about using Betsy as the logo since everyone in the city referred to the studio as “Betsy’s,” and Stephanie worked to soften the original brand’s hard-core image to make it more welcoming to new students with first-class free cards, Instagram challenges, and bring-a-friend campaigns. We built consistency around the brand with templates, fonts, and colors that became staple identity systems for the studio.
