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Let’s design solutions that’ll strengthen your business from the inside out.

Our research-led methodology will bring together relevant market fundamentals, your business’ offerings, and all the people involved to reveal powerful insights and opportunities.

Opportunities that we’ll then design for, creating value for you by accounting for everybody.
Let’s design solutions that’ll strengthen your company from the inside out.

Our research-led methodology will bring together relevant market fundamentals, your business‘ offerings, and all the people involved in them to reveal powerful insights and opportunities.

Opportunities that we’ll then design for, creating value for you by accounting for everybody.











Namastday Yoga Center
Customer Research / Competitive Analysis / Business Strategy / Operations Research / Experience Design /Brand Strategy / Brand Identity & Communications Design / Marketing & SEO / Change Management / Design Leadership and Evangelism

Los Angeles, California 



︎ Where we were  A premier Iyengar yoga center in the heart of Beverly Hills struggled with member aquisition and churn.

︎Where we wanted to be
The studio wanted to attract the right kind of yoga students who would take Iyengar yoga seriously, practice for a long time, experience the benefits first-hand, spread the word, and build community.



︎How we got there To get to the crux of the matter, we talked to Namastday Yoga Center’s stakeholders, including current and new members, regular and visiting teachers, and staff. This exercise helped the core team realize that new members usually came from a coupon service, were not used to the Iyengar school of yoga, and were looking for immediate benefits.
The team also learned that regular members found it hard to introduce the center within their networks and bring friends to classes due to a lack of communication materials. Regular members were also less likely to participate in different classes due to changing weekly schedules and a lack of familiarity.

We began to design a solution by first distilling the studio’s teaching methodology. Then we used its essence to create a new calendar system that was easy to understand, apply, and distribute. Central was the idea that all yoga now be described as either 1: Foundational or 2: Challenging.

We communicated this using a new two-color coding system allowing student members to easily choose classes appropriate to their level of practice and try new classes confidently. The new coding system also allowed us to overhaul the weekly schedule and include more classes to create a balanced, consistent monthly practice.

We then applied this new structure to create further communications, including teacher profiles, class descriptions, and social media posts for workshop events, empowering student members, teachers, and staff to lead word-of-mouth marketing and participation.