THE BRIEF

Yoga for Yemen needed an identity system and promo materials for a yoga fundraiser supporting the Yemeni people and spreading awareness of the worst humanitarian crisis of 2019. The design needed to focus on the positive impact of the fundraiser rather than rely on sensationalist images of suffering to spur action.

THE SOLUTION

The identity features an organic pattern inspired by contemporary yoga wear. Paired with bold typographic treatments and solid blocks of vibrant colour, this creates a flexible design system that can be used in a variety of applications. Used as an image overlay, the logo focuses the eye on the subject and enhances the poignancy of the image. Printed yoga mats double as posters to draw attention to the message through the unusual use of materials. Together, these elements form a cheerful, attention-grabbing, and dynamic identity reflective of the event’s intent to convey urgency while creating a positive impact.