Yoga Alliance
<h2 class="h3">Balancing the largest nonprofit yoga brand.</h2>
When Yoga Alliance wanted to take their brand to the next level, it was fitting they came to Tattoo Projects. Our owner has 25 years of advertising experience and 15 years experience as a registered Yoga teacher.
<h3 class="h6">BRAND RESEARCH</h3>
Research was broken into an exhaustive discovery phase, where developed a full picture of Yoga Alliance’s history, their future, along with the yoga teachers and students.
37M
<h4 class="h6">AMERICANS PRACTICE YOGA</h4>
From niche to mainstream.
3/4+
<h4 class="h6">PEOPLE WHO PRACTICE YOGA ENGAGE IN ADDITIONAL EXERCISE</h4>
Yoga practitioners are health conscious.
1/2
<h4 class="h6">OF YOGA COMMUNITY FEELS A STRONG SENSE OF SUPPORT FOR THEIR COMMUNITY</h4>
Yoga is a tight knit community.
Aligned with Strategy
We focused the learnings from our research and developed the Yoga Alliance Brand Book, including mission and vision statements reflecting the integrity of Yoga Alliance’s inclusive ideology.
<h4 class="h6">BRAND GUIDE</h4>
<h3 class="h6">LOGO DESIGN</h3>
<p style="width: 50%;text-align:right;"> We developed a logo that speaks to the Yoga Alliance audience. Each petal intertwines with another to represent the strength in community. </p>
<h3 class="h6">BRAND GUIDE</h3>
We selected Oriya font for its roots in ancient Indian script. The font is circular in nature and comprised of convex shape characters, confidently occupying its space.
Yoga Alliance’s brand palette is based on interpretations of the chakra colors.
<h3 style="width: 100%;text-align:right;"> Photography that stays in the moment. </h3>
<h3 class="h6">BRAND PHOTOGRAPHY</h3>
Our photography style captures the moments in yoga, rather than the movements, strengthening our stance in the yoga marketplace. To portray an inclusive practice, we cast real yoga practitioners as talent.
<h2 class="h6">ASSETS CREATED</h2>
1,000+
<h3 class="h6">BEHIND THE SCENES</h3>
From start to finish, the production took two days.
From Identity to Marketing Plan
The newly developed brand identity and marketing plan could didn’t just increase awareness, it rewarded attention.
<h3 class="h6">BUSINESS CARDS</h3>
<p style="width: 50%;text-align:right;"> From stationary and social content a website and promotional collateral, the Yoga Alliance brand flexed for every marketing technique. </p>
<h3 class="h6">BRAND COLLATERAL</h3>
PRINT AD
Print ads paired long form copy with real people doing real poses. Methodically demonstrating an intentional and thoughtful brand that resonated with the Yoga community.
A flexible brand that supports a whole community.
<h2 style="margin-bottom: 0;font-size: 2vw;line-height: 1.2;">Giving the gift of extra time.</h2>
Sheetz’s mission is to give people time back to do more of the things they love. In honor of Global Pay It Forward Day, we helped Sheetz put their mission into action with the “Time Back” campaign.
<p style="letter-spacing: 1px;font-weight: 800;line-height: 1;">"TIME BACK RECAP"</p>
<h2 style="margin-bottom: 0;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SOCIAL LISTENING</h2>
Leveraging social listening tools, we scrubbed Sheetz social platforms to pinpoint Sheetz Freakz who had fallen on hard times.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">RECIPIENT SELECTION</h2>
We then worked with the brand’s executive team to vet stories, select recipients, and donate unprecedented prizes to Sheetz fans who simply need some time back.
<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">MICROSITE DESIGN</h2>
We produced five beautiful videos of the in-person donations, telling each recipient’s story and showcasing their emotional reactions. On paid social, the videos drove visitors to a custom #TimeBack website, where we encouraged community members to pay it forward in their own lives.
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<h2 style="margin-bottom: 0.5vw;font-size: 18px;line-height: 1.2;letter-spacing:1px;">SELECT PRIZES</h2>
From financial aid and custom-wrapped vehicles to charitable donations and family vacations, Tattoo Projects tailored prizes to help each recipient make up for lost time and fulfill their dreams.
<h2 style="margin-bottom: 1vw;font-size: 2vw;">April McDuffie-Hodges</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">South Boston, VA</h3>
April’s business, Alexia’s Closet, had been severely damaged from major floods. Sheetz gifted her with a new car, $25,000 for her business, and a $5,000 donation to the American Heart Association in honor of her son.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Alan Jamieson</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">St. Mary's City, MD</h3>
An Associate Professor at St. Mary’s college of Maryland, Alan received a $25,000 donation to his school, a dream vacation to London, and a $2,500 Sheetz gift card to help fuel his students’ learning.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Todd Spurrier</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height:1;">Finksburg, MD
Todd Spurrier, a cancer survivor, runs a charity to raise awareness for the dangers of colorectal cancer. Sheetz surprised him with a $25,000 contribution to his charity, a custom-wrapped van, and a $500 Sheetz gift card.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size: 2vw;">Emily Spears</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Confluence, PA</h3>
Following a recent accident that totaled her car, Emily Spears was delighted to receive a brand-new car, $10,000 to help save homeless pets, and a dream vacation to Turks & Caicos.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
<h2 style="margin-bottom: 1vw;font-size; 2vw;">Chris Bizzell</h2>
<h3 style="letter-spacing: 1px;margin-bottom: 0.5vw;font-size: 18px;line-height: 1;">Raleigh, NC</h3>
Chris is a track & field coach at East Cary Middle School and a self-proclaimed Sheetz Freak. The brand surprised him with a $25,000 donation to his school’s athletic department, a new truck, and a free trip to the Sheetz headquarters.
<h4 style="letter-spacing: 1px;margin-top: 0.5vw;font-size: 18px;">PRIZE RECIPIENT</h4>
“Standing behind our core values, we had a once-in-a-lifetime opportunity to surprise a few of our lucky fans with more of the things they love in order to help them enjoy all of the time back they get from shopping at Sheetz.”
Ryan Sheetz,
AVP of Brand at Sheetz
