Upward Facing Dog

Upward Facing Dog is actually a yoga project of mine that I started a few years ago and then decided to put aside for now.

The business sells online yoga courses for mental health and is advertising itself mostly through social media and a podcast.

I love this branding because it is simple but unique and interesting, has an apparent reference to yoga, and yet is not "industry standard." I intently chose an unconventional color plate and a type machine font. The idea was to do something with less new age and more edge.

Because the target audience is people dealing with mental health issues, I really wanted to part away from the new age cliches into a darker look, still keeping the optimism and adding plenty of honesty and humor.

As this is a business selling purely on the internet, I designed three versions of the logo to make it easy to use in different places on the web.

I also created a social media kit with templates for FB and Instagram.

The website is bilingual (Hebrew and English), which created an interesting challenge regarding the layout of two different writing directions. It also hosts a podcast and has an online shop for different courses.