Human.Kind Studios is more than a space for yoga. It integrates classes, therapies, education and activism. Human.Kind believes ‘healthy people are the first step to a healthy planet.’ It strives to shape the world by creating healthy, socially conscious communities. For its new brand identity, the studio wanted something that expressed just that.
We structured the Human.Kind brand story around ‘evolution.’ A person has to evolve into someone who wants to ‘be healthy’ or ‘make positive change.’ Human.Kind is a catalyst for personal and collective evolution.
We developed a raw, conversational tone of voice for the brand that cued belonging, collectiveness and a sense of purpose. The Human.Kind messaging was punchy, and played on variations of the brand name to build an association with social topics the studio was passionate about.
Human.Kind’s tone of voice translated into a true expression of the brand’s insightful personality and beliefs. It spoke to existing customers in a way that they connected with the brand. As for new customers, it was a point of intrigue and difference.
Involvement: Brand Identity • Copywriting
Agency: Fuller Brand Communication
Credits: Will Fuller - Managing Director/Creative Director • Joshua Newnes - Head of Content • Nerissa Douglas - Senior Graphic Designer • Jamie Shawyer - Account Director • Millie Sander - Graphic Designer
