The client wished to bring something different to the world of yoga, by producing a platform in which people can explore all elements of well-being, not exclusively yoga. This client came to bread-crumbs with an idea and a wish to utilise the opportunities online provided.
From this, we created a brief and presented the idea of an online community, where users can receive a holistic view of the lifestyle connected to yoga, including yoga videos, philosophical blogs and food recipes. This project is especially unique due to its innovative concept.
The intention behind building this community was to bring joy, health, inspiration, compassion, love and peace through the practice and discipline of yoga by each other, through each other, and with each other.
“I have chosen to take the leap into a human experiment get out of the rat race to follow my true path and purpose to help others however they choose to spend their life with the enhancement of being healthier, happier and more peaceful.”
The result of this project was the production of a new website, the creation of a brand and a whole online community. Alongside the client, we created the original videos, pictures, and content. This client, in particular, was happy with the outcome of the website delivered by bread-crumbs.
The final process with this particular project was to provide the client with a 3 stage launch including, building on the current platform and promoting it through marketing strategies. The plans for this website were to create a shop where the client can sell branded products such as clothing and yoga mats.
This website encompassed many unique features, one of which was the mood functionality options. We created a three-point vertical browser to highlight the three top aspects of this site, titled: physical, philosophy, and phood. The three points were then filtered due to the mood of the user.
The mood functionality determined how you navigated through the three points and what content was provided. We used weather icons to symbolise mood, therefore if the user felt happy and chose the sun icon, they would be directed to an uplifting, energising physical activity, along with a piece of philosophical writing and a recipe to try.
Step 1: Strategy
Our business strategy with this particular client was the result of three separate workshops. The first, a discovery workshop provided us a time to listen to the client and understand their vision for their business. We found a gap in the market for a holistic approach to mindfulness. We presented this brief back to the client in the second workshop. Following this, we focused on the art direction and created a content strategy, along with the first draft of a sitemap.
Step 2: Experience Planning
Following the workshops, we understood, in more detail, the user personas, the client’s needs, and the brief. During this time, we defined the functionalities of the site and produced our first prototype of the website. Ultimately we worked collaboratively with the client to present the site in a digital, friendly and efficient way. We implemented a pessimistic and optimistic budget which allowed for creative flexibility on both parts.
Step 3: Branding
For this project, the branding process began by producing a mood board. This consisted of varying colour pallets, styling advice and tone of voice suggestions. We used this board to pull references and apply them to the art direction and branding of this project. The focus of the brand and the site was to create a community of people enjoying a holistic way of living, with Claire signifying the face of the brand. Together, we created a unique tone of voice and produced the three P’s that make up the content of the site: Philosophy, Phood and Physical. Through the branding process, the business was able to produce an icon style to use on t-shirts and yoga mats.
Step 4: Photography & Art Direction
Photography and art direction was an essential part of this project. We created a concept using coloured powder and nature, to create a lively colourful background to the site that represented pain in the body. Together we also created various videos of Claire discussing her story.
Step 5: Interface
The interface design of this project was particularly challenging due to its consistency throughout this sizeable website. This site was particularly large as it combined the community forum for members only and the main site. We decided to allocate different colours to the three distinct areas of the website. This process helped the user distinguish between the different content provided, and kept consistency throughout the website.
Step 6: Development
Due to its size, the development of this website took a substantial amount of work. The pages on this site were very content heavy, therefore taking some time to develop. We used plugins for the majority of the site. However, individual pages, such as the forum page, had to be designed from scratch. We developed the layout and functionality of these pages, as they provided a unique way to interact with users.