The Pose Is the Path

Half Moon Yoga Studio focuses on the benefits of self-improvement, and the physical and mental benefits the practice of yoga can have on one’s lifestyle. The studio offers a variety of classes, both Hot and Vinyasa style at many levels. The focus on breathing, meditating and listening to your body is important in every class. Half Moon’s certified teachers help you find the balance and flexibility you need to execute that perfect posture.

Half Moon Yoga Studio began preparation for opening in October 2011, with an official opening date of January 1, 2012. Along with studio redesign, Triple Strength was contacted to take care of branding, website design and development. Excited to participate in building the brand from top to bottom, Triple Strength began the logo design concepts first. Quite a bit of research on yoga styles and poses, specifically Hot yoga, was done before any pencil hit the paper. We looked at competitors’ logos and websites. Who was their target audience and how were we going to appeal to them visually?

We designed approximately 20 different marks and arrived upon a select few logos that were all quite different in nature—some focused on one aspect of yoga more than others. Through some fine-tuning and the views of yoga masters, the decision was made on a logo that seemed fitting for Half Moon Yoga Studio.

The mark is symbolic of a yin and yang symbol, representing the balance and strength that is so important and vital in the practice of yoga. Within the yin and yang is a crescent moon shape, metaphorically tying the studio name “Half Moon” to the pose that is used so often in yoga—the half moon pose. The font face we chose for “Half Moon” is sturdy, carrying the same thickness throughout the entire font. This also gives the feeling of balance, much like a yoga master would be steady in his/her poses, keeping the body even throughout.

The overall look of the logo is modern and clean. It appeals to both men and women of all ages. The Half Moon studio was then designed to follow the same branded look and feel—a modern space with clean lines and soothing color schemes to enhance the floor, carpeting and decor. The combination of the cool gray and warm red colors gives you a sense of calmness and stability.

The stationery and website needed to be designed with the same clean and modern brand developed for the logo and studio. The site is simple, with four pages including the homepage, classes, resources and contact information. Using the horizontal version of the logo and a circular navigation worked well. We also recognized that a strong emphasis on photography would be effective for this studio. Triple Strength photographed each of the studio’s teachers in unique yogic poses. Dressed in black, the teachers in their poses are striking on the all-white background. The familiarity is also comforting when new students come in for classes.

Open now for several months, Half Moon Yoga Studio is doing well and is continuing to grow. The studio is located on 743 in Hershey, PA. We encourage experienced yogis and anyone curious about the yoga experience to check out this newly branded website and studio.

Happy Holidays

Happy Holidays from Triple Strength! This year’s holiday card showcases the original artwork of our new designer, Emily Shellenberger. Painted in watercolor and ink, the piece was designed to resemble a classic holiday card, featuring iconic poinsettias. To set this classic card apart from the rest, the vibrant red color and three flowers make the artwork unique to the Triple Strength brand.

Along with the flowers is a separate pull-tab to take in and out that resembles a greenhouse plant marker. On the front is the TS logo, identifying the flowers specifically as Triple Strength poinsettias; on the back are simple directions to care for the beautiful flowers and make them last.

This card was sent to current clients and friends of Triple Strength as a simple reminder that we cherish the relationship we have and hope it continues to grow. Wishing you the best this holiday season and a wonderful new year!

International Trade

Ten Thousand Villages is a source for unique handmade gifts, jewelry, home decor, art and sculpture, textiles, serveware and personal accessories representing the diverse cultures of artisans in Asia, Africa, Latin America and the Middle East. One of the world’s largest fair trade organizations and a founding member of the World Fair Trade Organization (WFTO), the company strives to improve the livelihood of tens of thousands of disadvantaged artisans in 38 countries. They have spent more than 60 years cultivating long-term buying relationships to establish the international trading company they have today.

In Summer 2011, Triple Strength was approached by Ten Thousand Villages to make a bid to design the company’s new ecommerce website. They were in search of a site that would energize the Ten Thousand Villages brand, replicate the store experience online, and share the stories of the artisans. The bid was open to a number of agencies, but it was Triple Strength, with its extensive portfolio of creative and cutting-edge web projects, that was selected to move forward with the site redesign.

The goal was to design a site that allows viewers to easily find and purchase the company’s exclusive items while still functioning as an informational site to learn about the creators and locations where the products are made. The stories of the artisans needed to be as equally weighted as the selling aspects of the site, because the Artisan Story is what separates a plate made in Uganda and sold at Ten Thousand Villages from one sold at Crate and Barrel. The site was designed to reflect the grassroots of the artisans featured; the rich, natural colors and textures are symbolic of the products they craft and sell.

Previous Site

The New Concepts
Three design variations were created to effectively portray the Ten Thousand Villages brand and allow nearly effortless usability.

Concept 1
The first concept uses warm, deep earth tones and natural textures to portray the cultures and heritage reflected in the craftspeople and their products. Torn paper edges along the navigation bar give the site a handmade quality, while unique effects keep the site on the leading edge of functionality. For example, the social media icons on the side of the content bar are designed to slide as you scroll down the page and remain visible at all times. This omnipresence puts customer interaction at the forefront, without being intrusive.

Concept 2
This second concept suggests a more commercially oriented approach. It is clean and light for easy navigation, allowing the products be the focal point. The color palate is muted, off-white and tan with small hints of color to direct attention to buttons and links. Primary ad space would be highlighted at the top, while the rest of the content is clearly defined into three spaces: selling space, secondary ads and blog information.

Concept 3
The final concept is a slight mix of Concepts 1 and 2, with extra care given to the ecommerce and store elements. It has a neutral color scheme and a segmented design. It works well for buying and selling, but is still reflective of the cultures through the green and tan color selections. The bright banners that call out each category make the site’s functionality clear and concise.

Review and Production
After the clients reviewed all three of the design concepts, it was clear they were drawn to the influential textures and rich colors of the first concept. The layout also worked with their idea of the hierarchy and utility for the site.

Triple Strength was selected only for the layout and design of the new site; production for page templates and content implementation began immediately. Ten Thousand Villages would be handling the development and Magento content management system (CMS) integration.

Magento is a leading ecommerce solution providing back-end CMS for a variety of national retailers including Bonobos, the NorthFace, and Ford. With the new CMS each page has its own function and unique display. Purchasing products is much easier with specified categories. Each artisan has a library of media integration, with which they can share their story. Finding these stories is also simplified with an integrated map of their native country and the countries served by Ten Thousand Villages.

Triple Strength appreciated the opportunity to work with such an amazing company, and hopes to work with them as they expand their branding in the future. The experience was more than enjoyable, and we are pleased with the final design. In the future, we hope to enter this design in various competitions. Now that the new TenThousandVillages.com is live, the growth of this long-established fair trade company is sure to increase.