Alex has practiced and taught yoga for many years; along side working in the management side of gyms and coaching CrossFit. She decided to take her passion for yoga full time and make it her primary focus.
Alex wanted a strong Minimal Modern Brand that reflected her yoga style and personality that also fitted into both her modern take on a yoga class and workshops, as well as her corporate clients.
After chatting with Alex, we decided that we had to use her name as the business name, as she was the main selling factor of the business. Most people that take Alex’s classes like them because they aren’t like a “typical yoga class”, they are energetic, and sometimes you’ll hear the odd swear word or outburst of laughter, while also being challenged and the rest of the class cheering you on when you nail a move you’ve been struggling with.
With Alex’s logo being able to be transferred to her yoga studio, apparel, personalised yoga mats and all social media posts it has just strengthened her presence in the yoga community. She has also used real photos and videos from her workshops and classes rather than stock images which really means people get to know her and the varied members she has and it becomes a more authentic brand. When you are your main brand asset and your members are your greatest advocate why would you not want to celebrate them. I believe that due to this strong positioning while we are in lockdown due to COVID-19 Alex Howarth Yoga has been successfully able to keep their supportive community of members via live online classes in market that is rather saturated with options.