Why just create a website when you can start a movement?
Project stories / Movement for Modern Life
Power (and suppleness) to the people!
Yoga teacher and entrepreneur Kat Farrants wanted to find a new way to make yoga accessible for everyone. Her ambition was take yoga into people’s homes via a subscription website offering the best in filmed yoga classes, with each session led by an expert. The proposition was clear: instead of having to fit your life around a yoga studio’s classes, the classes come to you – wherever you are, whenever you want.
Transforming an idea into a brand
Having met Kat early in the development of her idea, we helped her transform the project from a concept into a fully formed business with a powerful brand. She hadn’t launched a brand before and so we worked closely with her to explore and define target customers, proposition and personality.
Keen to avoid the clichés so common in the yoga sector, we created a name, with copywriter Lisa Desforges, and an identity that had the spirit of a campaign enabling Kat to attract a core group of teachers and studios to bring her offer to life. And so Movement for Modern Life was born, complete with an inspiring manifesto developed with writer Jason Gormley. By talking about movement, rather than yoga, we differentiated the brand and gave it the flexibility to stretch beyond yoga in the future.
I was absolutely terrified at the thought of developing a ‘brand’. I had been advised it was important, but it seemed so intangible. Now so many people comment on the superb branding, and in hindsight I think it was money very well spent. You did a great job of enabling us to stand out from the crowd. Just what we asked for.Kat Farrants
Movement for Modern Life