University of East London


Simple Yoga website

We were challenged to create a project that helps in any ways to improve people’s mental well-being, the main goal was: the audience can’t know that the purpose is help them as they can stigmatize and avoid the website.

The project was designed to make easier find information about yoga, and with that idea in mind we planned it, developed a survey to gather data and started to research the subject. After all the process and some days we had the data and created our persona, which was helpful to keep track of the project. Also we found really interesting the duality present in some aspects of yoga: body x mind, simple x complex, stressed x relaxed etc. these dualities present in yoga and some eastern cultures and religions were used as the north to this project.

This is Brian Green, our persona
This is Brian Green, our persona

With the concept outlined we developed some logotype ideas upon it and ended designing an alternative that is both simple on its typography and complex on its structure. Having in mind that the website will be simple we strength the duality in the whole visual identity with a complex logotype.

The logotype chosen
The logotype chosen
Logotype application
Logotype application

After the logotype we started to create the website architecture and structure, keeping it simple and easy to find the information that every beginner needs. We removed unnecessary content and technical names, in this way we ensured that the user will not feel lost accessing the site as he do accessing the competitors’.

The final structure
The final structure