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Transformation begins on the mat


contents Research 4-13 intro 6 abstract 8 conclusion 10 swot 12

Creative Development 14-23 toolbox 16 design research 18 typography 19 logo development 20 moodboards 22

Style Guide 24-31 color pallette 26 font usage 27 logo’s do and don’ts 28 print ads 30 website 31

Final Designs

32-47

images 34 website 38 toolbox 39 moodboards 40 ads 43 logo 46 motion graphic 47


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1.1


Bikram

Intro

B

ikram yoga is a specific yoga routine created by Bikram Choudhury. It was created with the purpose of healing Bikram’s knee pain. This paper will educate you on the countless benefits that one can receive from practicing Bikram Yoga regularly. Bikram Yoga is practiced in a room of temperatures from 95-105 degrees and 40% humidity. Why all the heat? It protects the muscles and allows for a deeper stretch, opens the pores so toxins can leave the body, thins the blood to clear the circulatory system. It improves strength by putting muscle tissue in the optimal state for reorganization. This heat is what makes Bikram yoga unique among the yoga disciplines, and has also earned it the name

“hot yoga” in popular culture. You do 26 postures in all 2 of which are breathing exercises, one in the beginning of class to warm the body and one in the end to cool the body off. Although Bikram is well known all over the world there are still many that have never heard of it or they’ve heard of it but don’t know what it involves. The focus will be on a small studio in Palmetto Bay, FL that has a low budget so advertising is non-existing. The studio needs a presence in the neighborhood, on social media, the website needs to be updated so that it will inform the readers giving them an explanation of what one would experience in a class. Create branding identity and logo. Everyone needs to know what Bikram yoga is and all its benefits. It’s life changing.


1.2

Letting people know

B

ikram Yoga is well known, but yet there are many people that have never heard of it. The intent of this paper is to educate the community on the many benefits of this beneficial yoga practice. There are many people that are suffering from neck, back and knee injuries some having to have surgery. Many others suffering from depression, fibromyalgia, high cholesterol with bodies that are filled with toxins with no way out. Going out into the community and letting people know that yoga is wonderful, and it is for everybody and they need to come and try it. Be active and don’t just do all your stuff on the mat. Go out into the community and spread the word. (Stephanie Pope Caffey, August 2010, Ebony p.27)

Using different types of media plays an important role in promoting any business. Social media is the next big wave. Everyone has some sort of online activity, which makes it the fastest way to communicate with your target market. Communicating through the use of video, talking to them and saying something. People will listen if what you have to say has substance. Creating an advertising campaign using real people that can share their testimonies within the community of how bikram has significantly changed their lives. Educating the community on the health benefits will result in there being a shift in the way people think and feel. They will become focused and more in touch with who they are and the people around them. The result will be an abundance of blissful people.

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that yoga is wonderful The history of Bikram yoga involves the life of Bikram Choudhury, the Hatha Yoga Master who developed Bikram Yoga over thirty years ago. Born in Calcutta, he began studying yoga at four. At the age of thirteen, Bikram won the National India Yoga Contest. He was undefeated for the next three years. Bikram became a marathon runner and a champion weightlifter, setting world record lifts and competing in the 1964 Olympics in Tokyo. After a serious weight lifting knee injury accident at the age of twenty, doctors told Bikram he would not walk again. He went back to India to find his yoga guru, Bishnu Ghosh, who put him through yoga therapy. Six weeks later he was healed. This is how Bikram Yoga began. Bikram Yoga is practiced with certified Bikram Yoga Teachers. They are trained for nine weeks under

Bikram and Rajashree Choudhury and their staff of senior teachers. During the training they learn asana (poses), anatomy, therapeutic applications and the health benefits of yoga, nutrition, philosophy of yoga, Bikram’s Posture Clinic, and the Bikram Yoga dialogue. The first Bikram studio began in India, then expanding around the world. In Japan working alongside doctors at the Tokyo University Hospital, Bikram was able to prove the medical benefits of his yoga system. These findings were presented in 1972 at the International Medical Conference in Kyoto. Research has shown that consistent yoga practice using the Bikram method may stop bone loss in women. It has shown that it lowers blood pressure, cholesterol, helps hypoglycemia, diabetes, fibromyalgia, migraines, arthritis and brings peace of mind .


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Color Palette 3.1

Print

Web

C-62, M-4,Y-49, K-0

R-96, G-185, B-154

C-7, M-1, Y-44, K-0

R-240, G-239, B-165

C-21, M-10, Y-93, K-0

R-211, G205, B58

C-21, M-66, Y-97, K-0

R-247, B120, B37

C-52, M-62, Y-70, K-46

R-86, G-66, B54

The palette is earthy yet vibrant


Font Usage CALIBRI- BODY, COPY-12/14PT abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography is one of the most important things in design.

SUSANNA-HEADLINES, 75-150PT, PULLQUOTES , 24-38PT ABCDEFGHIJKLMNOPQRSTUVWXYZ

ALIAN LEAGUE-LOGO TYPE ABCDEFGHIJKLMNOPQRSTUVWXYZ


3.2

Logo Do’s SYMBOL The symbol can be used in any of the colors in the palette. SIZE The symbol with the type can not be used smaller than 5px6p TYPE The font used in the logo looses its essence when it gets to small and becomes unreadable. When coupled with the symbol it shouldn’t be smaller than 19 pts. The color of the type should always be C-52, M-62, Y-70, K-46, it is the only color that will hold as a base for the symbol.


Logos are

used to

Logo Don’ts

identify a product.

Persuading

the reader to

use it.

Choosing a color outside of the color palette

Changing the font used

Placing any effects on logo

Distorting the logo in any way


Print Ads 3.3 STAY IN YOUR LANE... The ads should use imagery of someone who is testifying what Bikram has done for them and how it has changed their life. Showing the viewer that Bikram is

for everyone and anyone. The images should be black and white with the effect of showing heat within the body. Color can be added but through the logo and or text within the ad.


Website

Keep the web

informative showing real people both new and old practitioners


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TOC and inside pages