Rebranding, Web Design, Art Direction & Content Creation for HYC

Brand Designer

Brand Strategist

Web Designer

Adobe Illustrator

Adobe InDesign

Adobe Photoshop

Hot Yoga Copenhagen is more than just a hot yoga studio in central Copenhagen. Their soothing spa-like atmosphere fits into a busy and urban way of life. Hot yoga classes are practiced in a room heated to 30-35 °C, after which students are welcome to stay in the lounge area, drink ginger shots, or take refreshing showers. The studio is equipped with high-standard facilities such as an advanced heating system, shower facilities, ventilation, and relaxing lounge areas - all of which give a strong focus on wellness that was not present in their previous brand identity.

Before working with me, Hot Yoga Copenhagen's online presence was positioned as a regular, classic yoga studio. This did not align with the reality of their facilities, services, and overall mood. This misalignment gave me the idea to highlight the wellness aspect of the brand and reposition it accordingly.

The main aim of the rebranding was to reposition the company by developing a new, differentiated identity in the minds of clients, competitors, and stakeholders to establish a solid online presence, generate more memberships and trust between clients, and create content more relevant to the business. As a result of these new design changes, we have managed to convert visitors from the website to paying clients and engage with the existing ones.