Modo Yoga International Name Change
Modo Yoga, began in 2004 by Ted Grand and Jessica Robertson, came to us with a comprehensive communication problem. Not only were they changing their name in the United States due to a pending legal challenge, they were also establishing a formal franchise agreement within their 75 independently owned yoga studios spread across North America. Each studio had a different look and feel and the group overall lacked a clear, cohesive visual communication which communicated Modo’s brand heritage and history.
Modo/Moksha yoga had been operating for over 10 years with no formal communication strategy or visual brand guidelines, yet had been growing at an exponential rate. In addition to a lack of formal communication strategy, each studio was independently owned and operated with each owner embarking on different marketing strategies specific to their geographic location. Our challenge was to find common ground and language that the group could communicate which would not only benefit at the studio level but at the master brand level as a whole.
We approached the project with an emphasis on community and used Modo's heritage and shared language as our foundation to implementing a long-term communication strategy.
"Michael Yuasa and his team from Antarctic brought our community together." -Rebecca Foon
Our final product was a three-year communications strategy, comprehensive visual and communication guidelines and two internal community building campaigns presented at Modo Yoga's annual owners meeting in the forest outside of Toronto. Each owner group was given a booklet which contained easy to understand and easy to read brand guidelines which were followed by a 2 ½ day presentation series where we reviewed and released our findings and discoveries.Speak your Peace, an advocacy campaign, now runs annually every September within the Modo Yoga studios and has teamed up with Big Brothers Big Sisters and The David Suzuki Foundation.Grow Your Yoga, a campaign promoting taking the teachings learned on the mat and putting them in action in your daily life runs every spring and has had notables such actor Edward Norton as the spokesperson.