Kesja.

Selected work / 01

ASANA

A visual identity built around balance, breath and movement.

ProjectConcept project
ScopeVisual identity · Brand applications
ToolsIllustrator · Photoshop
ASANA wordmark over black-and-white yoga photography

The brief

Create a coherent identity for a fictional yoga studio centred on holistic wellbeing. The visual language needed to feel calm and welcoming while translating across digital and printed materials.

The visual direction

A fine-line wordmark, a green and lilac palette, and restrained typography connect the identity. Black-and-white photography provides a consistent foundation, while circular shapes echo balance and movement.

Logo concept

Wordmark exploration and colour variations.
Wordmark exploration and colour variations.

Color palette

The identity palette: pale green, deep green, muted green and lilac.
The identity palette: pale green, deep green, muted green and lilac.

Logo grid

Logo construction grid and clear-space proportions.
Logo construction grid and clear-space proportions.
Stillness / Breath and focus.
Stillness / Breath and focus.
Preparation / Mat and movement.
Preparation / Mat and movement.
Movement / Reverse prayer pose.
Movement / Reverse prayer pose.
Ritual / Rolling out the mat.
Ritual / Rolling out the mat.

Business cards

Business-card applications in light and dark colorways.
Business-card applications in light and dark colorways.

Flyer

The studio flyer, bringing typography, colour and imagery together. Flat flyer artwork: front and reverse.
The studio flyer, bringing typography, colour and imagery together. Flat flyer artwork: front and reverse.
ASANA key visual.
ASANA key visual.
Outdoor placement mockup.
Outdoor placement mockup.

Conceptual work presented in my PRACTIMA coursework portfolio. Photography and mockup assets are used to demonstrate the identity; photography is not presented as my own work.

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