Ulla Schlutter Design & Branding CORPORATE DESIGN FOR TRYOGA - EMPLOYEE YOGA CLASSES by Kw43 Branddesign

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CORPORATE DESIGN FOR TRYOGA - EMPLOYEE YOGA CLASSES

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Industry Sports and Health Clubs, Gyms, Yogurt
Media Design & Branding
Market Germany
Agency Kw43 Branddesign
Creative Director Jürgen Adolph, Annette Pfeffer, Tim Liedke
Art Director Vanessa Fischer, Eleny Teffera, Marc Schäde
Copywriter Max Messinger
Released January 2012

Credits & Description

Category: Consumer Services
Advertiser: ULLA SCHLÜTTER
Product/Service: TRYOGA EMPLOYEE YOGA CLASSES
Agency: KW43 BRANDDESIGN
Managing Director Creation: Rüdiger Goetz (KW43 BRANDDESIGN)
Creative Director: Jürgen Adolph (KW43 BRANDDESIGN)
Art Director: Eleny Teffera (KW43 BRANDDESIGN)
Art Director: Vanessa Fischer (KW43 BRANDDESIGN)
Art Director: Marc Schäde (KW43 BRANDDESIGN)
Copywriter: Max Messinger (KW43 BRANDDESIGN)
Junior Copywriter: Anita Sperling (KW43 BRANDDESIGN)
Account Director: Alexandra Sobota (KW43 BRANDDESIGN)
Creative Director: Annette Pfeffer (Grey Worldwide)
Creative Director: Tim Liedke (Grey Worldwide)
Concept Development: John Phillips (Grey Worldwide)
Media placement: Logo - - - 02.01.2012
Media placement: Business Stationery - Client Acquisition - 02.01.2012
Media placement: Poster - In Offices, Where Courses Take Place - 13.01.2012
Media placement: Leaflet - In Offices, Where Courses Take Place - 13.01.2012
Media placement: Doormat - In Offices, Where Courses Take Place - 15.02.2012
Media placement: Flyer - In Offices, Where Courses Take Place - 13.01.2012
Media placement: Unlocking Application - Gift For Participants - 28.03.2012
Media placement: Website - - - 28.03.2012
Media placement: Give-Away - In Offices, Where Courses Take Place - 15.02.2012

Describe the brief from the client
Create a corporate design for a yoga company that offers yoga classes for employees. Including the name and promotional material.

Describe the challenges and key objectives
Most employees would not seriously consider taking up yoga. The challenge was to convince them to take part in yoga classes.

Describe how you arrived at the final design
Anyone who once tries yoga, will likely stay with it. So we created a corporate design that gets people to do yoga. Starting with the name as a simple call to action: tryoga. Then we stretched the logo and even people while they were looking at posters or flyers. Also technology was put in yoga mode: tryoga.me allowed only for very slow scrolling, creating a state of extreme serenity. A bookmarklet turned browsers by 90° and animated users to do neck exercises. To unlock smartphones or to read give-aways people had to train the true secret of yoga: correct breathing.

Give some indication of how successful the outcome was in the market
A 21% higher application rate as common company sports programmes. 100% more flexible employees.