Downward Duck & Co is a yoga, pilates & meditation studio in Springvale, Victoria. Through intimate classes of 10, they pride themselves on helping people live better and more mindful lives.

As part of the rebrand the goal was to keep aspects of the brands established visual language and carefully refine it. A series of illustrations were created in addition to the original brandmark to provide flexibility and motion.

Together with the founders, we developed their verbal identity, messaging framework, and communications style guide to create brand consistency. A challenge was balancing the founders fun and playful personalities while dealing with the fragile nature of trauma. We carefully set aside guidelines on how to use the brands tone without loosing sight of their voice.