Some workplaces just suck, don't they? I've been in a few of those. Learning Vedic Meditation gave me more energy, better perspective, and made me way more courageous in decisionmaking. (It's also awesome for creativity, by the way). If big-cheeses in business learnt Vedic Meditation they'd be better, more intuitive, more compassionate leaders. And they'd know that a meditating employee is a more engaged, more productive employee.
That's why I started this business. To make workplaces better for all of us.
The brand challenge is to present meditation (which is often assumed to be a bit soft and esoteric) as something that makes real commercial sense.
Our customers are New Zealand small businesses and corporates.
They're motivated to help their employees get the mental balance they need because they know it will make them a more attractive employer, a more productive business, and ultimately give them a competitive edge. There is real business rationale for investing in meditation in the workplace, so we need to ensure that this brand exudes 'professional partner' and not 'ashram in the city'.
That said, the heart of the meditation practice is building better connection and consciousness, so the look and feel shouldn't be too hard-edged and corporate.
Our brand personality is:
Please take a look at http://www.annawallismeditation.com for a sense of the tone of voice and how the business expresses itself. This is a rebrand of that business, but the tone will be maintained.
LOOK AND FEEL
From a practical point of view, I like identities with a motif that can be used to reference the brand in small spaces - insta profile, merchandise, etc - where there might not be space for a wordmark. Or, identities where the wordmark itself is that motif.
The example logos I have included are pretty monochrome as a set, but I have no requirement for the background to be black, white or grey, and would prefer if the logo used some colour rather than being monochrome or grey scale. There are no specific colours to use, but this brand is about action, momentum and connection, so bright or warm colours will be a more natural fit than cold or pastel colours.
The slogan 'Meditation for large lives' will be used sparingly, so the logo needs to stand alone without that, but showing how the slogan could be incorporated where necessary will be a bonus.
I will be assessing the logo against the brief, how simply it can expand into a full brand identity, and how practical and cost-effective it will be to use across a range of media - website, social platforms, printed merchandise.
Thanks! Can't wait to see your designs.