This style guide came out of a collaborative process with Amrita which involved brainstorming and vision boarding to achieve colors, content, and overall brand consistent with their story.
A complete website refresh coincided with the opening of the studio's second location and allowed Amrita to think critically about who their desired customer is, and what story they're telling.
New copy was crafted to match Amrita's brand story.
The UX writing had to meet two distinct audiences at Amrita: advanced practitioners who had been a part of the Amrita community for years, and those just beginning to try yoga and other offerings for the first time. The writing needed to stick to the values that Amrita held core, while also creating a sense of warmth and openness.
Original photography was used to craft an authentic brand.
Before the brand refresh, Amrita’s photos were a mix of dark colors and black and white images. I took and edited the following photos using a bright white backdrop to coincide with their updated look that gave the feeling of light, fresh, open, and airy.
The photography incorporated Amrita's new branded colors to create a consistent, clean feel.