Jun | 2020
Yogavlesu
Your place of power in Kotelniki
Yogavlesu
Yogavlesu is a yoga project created in 2020 with a simple and strong idea: to build a local community where people could practice yoga, communicate, find support and feel connected to their neighborhood.
Naming / Brand Platform / Visual identity / Communication
Yogavlesu is a yoga project created in 2020 with a simple and strong idea: to build a local community where people could practice yoga, communicate, find support and feel connected to their neighborhood.
Naming / Brand Platform / Visual identity / Communication
Your place of power in Kotelniki
The project appeared at a time when people were especially looking for balance, care for the body, emotional stability and safe offline spaces. We saw an opportunity to create not just a yoga class, but a warm local place with its own atmosphere, values and recognizable visual language.
Location
We found an open niche in Kotelniki: a growing residential area with more than 5,000 apartments and no yoga studios or fitness spaces within walking distance.
Place of power
The concept was built around the idea of a "place of power" — a calm local space for yoga, self-care, communication and community.
A personal brand with a face
We built the project around a human, open and trustworthy brand. The studio had a clear face, tone of voice and emotional connection with the audience.
Marketing and branding
We developed the name, positioning, visual identity, Instagram packaging, content system, photo materials and advertising launch.
The goal was not just to announce classes, but to create a feeling: "This is my place. I want to be there."
The goal was not just to announce classes, but to create a feeling: "This is my place. I want to be there."
Stages of work
Created
a promotion
strategy
a promotion
strategy
Goals and objectives, promotion plan, budgets, naming and branding.
Established positioning, reputation, and TOV
(Tone of Voice)
(Tone of Voice)
How to communicate with the client, about what and why
Packaged the product
and launched
it to the market
and launched
it to the market
Developed templates based on the
auto-funnel principle
auto-funnel principle
The project started as a local yoga initiative and grew into a recognizable community with strong audience engagement.
The clear positioning, warm communication and consistent marketing helped Yogavlesu move beyond a simple studio format and become a place people associated with care, practice and belonging.
Later, the project continued to grow and developed into a network of yoga studios that still operates today.
The clear positioning, warm communication and consistent marketing helped Yogavlesu move beyond a simple studio format and become a place people associated with care, practice and belonging.
Later, the project continued to grow and developed into a network of yoga studios that still operates today.