This woman-owned, donation-based yoga studio began from humble beginnings

House of Yoga came to us for branding. The challenge was to create a brand that reflected the humble nature of The House.

Scope of Work

  • Branding
  • Brand Toolkit
  • Art Direction
  • Graphic Design
  • Copywriting
  • Social Media
  • Campaign Development
  • Photography Production
  • Videography

After growing a grass roots community in a 10×10 yoga room for two years, House of Yoga secured a 1,000 square foot studio in the heart of downtown York, PA and needed a brand that clearly communicated who they were as a donation based yoga studio. The brand needed to be true to the core principles of yoga, embody accessibility and inclusiveness, and exude the home away from home vibe the word “House” suggests. House of Yoga’s founder knew she wanted the logo to be a representation of the elephant headed Hindu god Ganesha. Ganesha, the remover of all obstacles, was a great symbolic fit for the brand, as House of Yoga strives to make yoga accessible to all, regardless of ability to pay for classes, and encourages its students to use HOY as a safe space to center both mind and body. With their motto, “Take what you need, give what you can, there is always enough”, we built messaging and a brand experience that encouraged those financially able to give more to do so, and gave those without the means to pay to practice yoga an easy way to get on their mat and be apart of the HOY community without feeling saved or victimized.

With clear brand visuals, graphics, and messaging, we collaborated with the HOY team to build excitement around their grand opening with an engaged roll-out plan including handing out free class tokens, participating in local events, popping up in local restaurants and community gathering areas, local ads in publications, e-newsletters, and shareable social media content. 

In their first year of business House of Yoga won Downtown Inc’s Outstanding New Business Award (followed by a second award in 2020), launched their yoga teacher training program with over 10 participants, and supported over 100 students.

By year 3 of business, House of Yoga outgrew the house and purchased the building they occupied, expanding next door to add an additional 1,200 square feet to their business, including bathrooms equipped with showers, an inspired retail space, and community gathering area. The LUMI team continues to support House of Yoga’s growth with annual strategy and messaging support, and social media and e-newsletter development.

Six years later, the House of Yoga is positioned for success. They’ve expanded to a larger space where 2 classes can happen at the same time.

Website Visits: Up 39% over last year
Facebook Followers: 3,200
Instagram Followers: 2,283
Video Engagement: Over 11,000 views