Boutique yoga studio website in Australia
myoga is an intimate, boutique yoga studio in Fremantle, Australia focused on individual attention & hands-on instruction run by Kellie Brett.
Kellie has been on her yoga journey for 30 years, and has over a decade experience of teaching Iyengar yoga. She moved her yoga studio from her home to an official commercial space 6 months before reaching out to me, and wanted a website to ensure that her burgeoning studio was a success (spoiler alert: it totally is!).
This project was completed in 2022.
Project details:
Project scope = Visual branding, photoshoot direction, SEO strategy, custom 8-page website design and development
Timeline = 6 weeks
Website platform = Squarespace
Lines of code = 1,400+
Kellie didn’t have visual branding that lit her up, even though she had an existing website, so I started there.
I had a very clear vision in my head from the beginning of high-end, California casual meets welcoming and inclusive space, while also keeping it calm and minimal.
Then I created her logo, which is a capital M for myoga, but also represents the yoga teacher laying their hands on and gently adjusting the student doing a yoga pose.
I zeroed in right away that this “gentle hands on” is the differentiating factor for myoga versus their competition, and wanted to pull it into the visual brand identity in a subtle way.
From there I did something I’ve never done before, and I created a custom seamless pattern for myoga with the vision that it would be used on yoga merchandise that Kellie could sell to generate extra revenue, such as tote bags, apparel, or water bottles.
Having customers wear merchandise increases brand awareness in their local market, and helps build the feeling that myoga customers are part of a larger community.
The pattern was created by repeating a series of simplified, minimal icons that represented a number of individual yoga poses.
I mocked up a few items to show Kellie how the pattern, and she absolutely loved it. I also used this custom pattern on the website as a breaker section.
Photoshoot direction:
The myoga website was initially mocked up with stock photos, and while Kellie had some great photos from a previous shoot, they weren’t fitting in well with the new brand direction’s minimal style or colour palette.
Click here to see some examples of the previous brand photos.
Photoshoots can be expensive, and there’s nothing worse than a collection of beautiful photos that aren’t quite lining up with your brand strategy and overall feel.
So I’ve started including photoshoot direction as an optional add-on in my custom projects to help my clients get the most useful photos to use on their website and in their business going forward.
Website design & development:
After completing the branding, it was time to move onto the website. Kellie had a very clear vision of a website with only 3 options on the navigation bar and a simple footer, but other than that she didn’t have any specific features that she wanted or needed.
To increase conversions, I recommended using a more robust booking system so website visitors could complete the cycle from simply browsing the website to becoming a paying customer easier & faster.
Every page on the website was designed with three goals in mind:
Ensuring myoga felt inclusive, welcoming, and calm for everyone no matter their skill level or limitations;
Helping new customers figure out what class to get started with; and
Getting website visitors to book themselves into a yoga class easier.
We made sure the website felt inclusive and welcoming through strong copy messaging that explicitly had wide age ranges said “All ages. All levels. All abilities. Just all”, as well as information that clearly showed the difference in classes, what they would learn, and how many times a week they should expect to practice yoga at each level.
Buttons that explicitly say “Book a class” are sprinkled throughout each page, as well as in the main header navigation bar and the footer.
As with all my websites, myoga’s website is also fully optimized for mobile devices.
Client feedback
What Kellie had to say after working together:
“
Revenue has increased, my confidence has increased, and I have a new champion for life!
“Ashley goes above and beyond, she has delivered creatively, consistently and before time at every stage of every project we’ve worked on together. Her website tweaks and changes 2 years after the initial build of my current site have resulted in a higher weekly pay for me as CEO, and allowed us to add 3 more teachers, and 4 more classes to our schedule. Can’t wait to share our future wins, and be guided and supported in our future growth.”
— Kellie Brett, Founder of myoga Studio
Let’s make it official
Like this project?
While I can’t promise the same results as the client above (uh, that would be unethical!), I won’t stop until I create a brand and website for you that’s capable of the same thing.
I partner with good people doing good work who a strong vision for their business — they just need a little help to make it happen digitally.
Take a gander at my services and download my pricing guide to get a sense of exactly how I can help you and how much it’s going to cost.