Heart of sound
Rebrand – Visual Design
PROJECT SCOPE
Logo, brand identity, collateral, visual design, social content, email campaign
Tools
Kajabi, Adobe Illustrator, Adobe Photoshop
Role
Art director, visual designer
Team
Self directed, web developer
Duration
2019 – Ongoing
Heart of sound
Heart of Sound (HOS) is a global yoga community offering certifications and classes. HOS reintroduced the ancient science of sound as fundamental for our well-being. Nobody else does this, or anything close.
Heart of Sound is a pioneer in the community and has been teaching globally for more than 20 years and for students from over 40 countries. As described by students, Heart of Sound is “authentic, original, and rooted in tradition”.
the project
I was brought onboard to develop HOS brand and create a seamless digital presence.
Primary Goals
Create a brand that true to the Heart of Sound experience.
The brand should reflect the Indian roots but needs to appeal to those who value a universal.
Concept exploration
The power of the three — the triangle
I was very interested to explore the concept of the triangle. It is one of the strongest symbols there is. The beauty of its geometry, the simplicity of the shape, and its esoteric power could be foundational to HOS concept. However, the symbolism of the triangle is not universal. For example, an upward triangle means many different things in the old scripts. For this reason, I opted for using the triangle concept as secondary branding only and not part of the logo.
Moodboard
Approach
A South Asian & Modern Minimalist Scandinavian was a perfect style for this project.
Work with the colors gold and Ganges river.
Images and Textures
The images needed to evoke emotions – you must feel the wind and smell the air. I developed a design system that offered a good balance on the calming colors of the waters and fired up with a splash of red.
Typography
I was looking for a type that has long and nice curves. I settled on Colaborate that paired perfectly with Fira that has a full Sanskrit glyph.
Icon System
Print Collateral
image bank
Digital communication
