as a collaboration with starks design co., we branded a local yoga studio opening in the Westminster area in colorado. we assisted with choosing a relevant name for the studio, while creating the logo, branding, and social media content for the brand new studio.

the name of the brand connects to the location of the studio. As a suburb of denver, many people from different areas come + go as they are throughout their everyday lives for work + play. this can relate to the Hindi definition of converge directly translating to “to go towards one point”. the definition of converge reflects the brand’s emphasis on coming together from all different areas and uniting in the yoga studio as a cooperative community.

the colors of the brand (consisting of a navy blue, a warm yellow, an earthy red, an off-white, and a forest-like black) reflect the subtle nature of the yoga studio not only being a hot yoga studio, but a fitness center and a boutique. the brand colors were intended to reflect the local nature of the studio residing in colorado. the colors from the colorado flag shine through, with a touch of the outdoorsy nature of the state.

the decorative brackets around the “co” are supposed to draw emphasis on this meaning of togetherness and community. it can also be interpreted as “co”, as in the abbreviation for colorado, which ties into the locality of the studio. you can also interpret the brackets as a warm room, housing the letters in between. this symbolizes the heated rooms that the classes are held in.