Webdesign
Print Design
Identity
Illustration

Branding material for an entrepreneur

A teacher of expressive body movement was looking for help on how to advertise her classes in Barcelona.

Together we sat down and discussed what she wanted to achieve, the kind of image she was trying to create for herself and the message she wanted to send out to her future customers.



first step: overall concept

the overall concept of the class and therefore the identity of the brand is based on expressing oneself physically, to release stress and built-up tension through body movement and sound. this takes place in various forms: letting go of all preconceptions, listening to the body and letting it express itself freely, releasing the sound of voice as one's heart desires and eventually singing and dancing.

the classes serve as a space and time for playfulness, for experimenting and releasing. the concept set the tone of the overall identity and all material to follow.

vanessa digitally drew silhouettes of two people expressing themselves physically: the first silhouette shows vitality by expanding the whole body out- and upwards, reaching to the sky, stretching and bending arms and legs as far as possible. the second silhouette represents calmness, placed on the ground, reaching inwards by compressing the upper and lower body together. the heart beat at the bottom serves as a seperation but also as an indication of listening to the rhythm of one's own heart and connecting to the frequency of sound and music.

identity:

the logo had already been designed and thus served as a base for colours and tonality of the marketing material. the illustrations were inspired by the logo's figure which meant clean line drawings. the concept stems from a spiritual rather than scientific background and this reflects in the choice of natural, warm yet vibrant colours. also the serif font and layout reads rather like a poem than the typical advertisement. the flyers were later printed on recycled paper with a warm soft yellow tint.

all these components were carefully considered in the design process to appeal to right market.

Responsive web design:


the website had to follow in line with the identity. we created a clear user journey for the website, determined where the menu would sit and how many subpages the website needed.

music is an important element of the class and so we added an optional music player to site.

it was designed to look different to all the yoga, pilates and dance class websites already out there. but of course it would have to communicate the essence to the user. and so we added the flyer to the homepage, followed by an explication of the concept, an introduction to everybody who's not familiar to the subject.

Here you can see the website in desktop view. The first image is the homepage as the user arrives.
Key here is the fixed menu on the left, accessible for switching inbetween subpages. The other very important element is that at first glance the user can see the name and the contact information. This is ideal for both new and returning users who want to be able to directlyl contact the teacher instead of having to click through to contact.

Here you can see the website in desktop view. The first image is the homepage as the user arrives.
Key here is the fixed menu on the left, accessible for switching inbetween subpages. The other very important element is that at first glance the user can see the name and the contact information. This is ideal for both new and returning users who want to be able to directlyl contact the teacher instead of having to click through to contact.

the second image is how the homepage looks like when scrolling down. Only then can the user see the music player on the left because this is not highest priority and optional, it stays below the menu.

On all pages the text boxes are set to be slightly transparent, so that the background photo of a dance class can be permanently viewed. visually it instantly communicates the essence of "Movimiento Vital Expressivo".

These three images show you the mobile view. The menu is fixed at the top and stays visible at all time. each pages is responsive. the contact page is contains a contact form for easy fill-in option.

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