Holland Hettinger
 
 
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Gen Yoga is a suburban yoga studio outside Houston, TX. Gen Yoga believes that we grow faster together than we do alone. Its focus is building community through yoga. #growtogether

 

In alignment with the brand’s core value that there is power in togetherness, content affirms, welcomes, and invites the audience to join Gen Yoga’s community to both serve each individual, and help everyone grow together.

Visual

Inspired by the nostalgia of family photo albums, I used natural colors, warm tones, organic textures, nostalgic photo filters, and affirming language across all visual platforms.

 

Print

I designed pricing cards, weekly calendars, in-house collateral, event posters, and take-home fliers. Revenue from events advertised in print represents 10% of the business’s income.

To communicate clearly with a client base that is both new to yoga and unfamiliar with standard yoga studio operations, print design is simple and consistent with Gen Yoga’s presence on other platforms. To distinguish our collateral from other businesses and soften the usual contrast between black ink and white paper, we often printed on ivory paper.

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Web 

I consulted with the web administrator to streamline calls to action, including prominently featuring the studio’s most lucrative introductory offer, which had previously been hidden at the bottom of the pricing page. I also added clear call-to-action buttons in contrasting colors on every page to drive visitors through the sales funnel. To foster a sense of community, I added previously-absent photos of owners, teachers, and practitioners. I also wrote original blog posts which included marketing content, original videos, clear CTAs, behind-the-scenes content, interviews, and frequently-asked questions.

These changes resulted in the highest average page views since the studio opened.

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Video

I created original video content to promote the studio’s grand opening as well as other special events and workshops. These original videos were custom-exported to be used across platforms. For example, Instagram videos were square; Facebook videos were landscape-oriented within a branded square frame in order to take up more space and attract attention; videos in blog posts were landscape-oriented and large in scale to fit the desktop platform.

Instagram

To distinguish Gen from its competitors whose Instagram feeds were either bright and overwhelming or dull and repetitive, I prioritized sharing content that was soft and simple in color and had the feeling of being handmade, all while offering an affirmational and welcoming point of view.

I used original content designed according to and in parallel with the company brand guide; content from community artists to bolster both communities; and original video content.

While Marketing Director, Gen’s average Instagram posts multiplied 4x, and average Instagram likes and comments increased 3x.

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Email

I sent weekly custom marketing emails to remind clients of Gen Yoga’s mission and vision, and how what was done in the studio and in the community aligned with those ideals. To this end, I used warm, natural colors, affirmational language, an informal tone, and behind-the-scenes photos — like a family photo album.

While managing email marketing, I used custom list segmentation and custom auto emails in order to boost brand trust and increase retention rates. I saw an 86% increase in the size of our list. Our average open rate for segmented and general campaigns was 53%.

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Product

Branded products in the studio retail boutique gave Gen Yoga clients the opportunity to visually communicate their love for Gen Yoga, feel connected to the studio and other practitioners, and, of course, generate brand awareness in public.

I designed children’s T-shirts and pens, and consulted on the design for adult tees and tote bags.

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 Logo, photography, and web management: Jess Define
Photography: Kathie Benedict
Stock product images: CustomInk, Albury Enviro Bags

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