VEER HEALTH & WELLNESS
Identity Therapy™ / naming / brand development / identity design
Yoga studio 'Hyp-Yoga' had been on a successful path with their unique service of hypnosis-infused yoga. So when is a re-brand necessary, if the current brand is working? When that current brand is expanding and needing to grow beyond the trappings of its own name.
"Hyp-Yoga" was limiting in that it was so very specfic. Beyond hypnotherapy yoga, where could the brand go? On top of that was the slight struggle to get the public to even recognize the "h-y-p" as the prefix of hypnosis instead of "hype," so even the pronunciation was often an issue. Secondarily, they offered a full suite of health & wellness programs and "yoga" had them trapped in the buzz-word health movement of the moment as everyone seemingly a new yogi. So the first order of business for RDQLUS CREATIVE was to counsel the ownership to take a step back and understand the direction they wanted to go and shed some of the "uniqueness" of being the same. As we delved deeper into their mission and offerings, one theme became clear; change has different meaning for everyone and the uniqueness is finding our own paths according to our own needs. With one word, we found it—and said it—all: "Veer." The word means a sharp change of direction. From this a tag-lines was written, with a hint of cleverness but even more of a dose of meaning—"It's Your Turn." A new color palette was also created, derived from the needs and station of their existing clientèle and the audience that ownership intends to attract; classic, very sharp, intelligent, and aspirational, while still being calming with a hint contemporary cool.
The identity system needed to have that combination of simplicity and depth. An arrow taking a sharp upturn in direction forms a clear "V." Ribbons are often used to represent meaning in action or a cause of some kind, so the underlying ribbon makes a graceful bottom turn and flows upward to match, balance and soften the sharp chevron of the arrow.