client:

Evolution Yoga

We created an identity, brand and web presence for certified Yoga Instructor Kelli Russell during the later part of 2009.

We worked closely with Kelli to establish a brand that encapsulated her unique approach to the practice of yoga. Her approach marries traditional forms with a progressive and active flow, truly a modern evolution of a 5000 year old practice.

We hand drew the font for the identity and created letter forms that were all evolved from the same basic forms and shapes. The ‘o’ in Evolution represents a lotus in front of an eclipse, 2 concepts very close to the heart of Kelli’s view of yoga.  The lotus has been a spiritual symbol in eastern religion for thousands of years. It grows from the bottom of muddy ponds and streams remaining below the surface at night, yet rising above the water to bloom during the day. The eclipse has long been a symbol of rebirth and renewal, both important factors of any ‘evolution’.

We worked closely with Fashion Photographer Paul Bakan on Kelli’s photoshoot, utilizing some of the beautiful urban settings around San Diego to get the perfect feel that we were looking for in the imagery that we chose.

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