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b, halfmoon
Strategy, Branding, Art Direction, Web, Packaging, Print, Social
"I have worked with many marketing, brand and creative leaders over the years and - simply put - Tayla rises to the top. Her critical thinking coupled with deeply creative spirit and desire to capture the depth of a brand produces exceptional holistic work. Moreover, Tayla is truly a pleasure to work with - reliable, open minded and kind."
—Andrea b, halfmoon founder
Pause to breathe, pause to shift from one position to the next, pause to watch our breath and observe what it does to our bodies and minds. When we pause, we open ourselves up to seeing ourselves more deeply while making room for others.
Working closely with the founder we relaunched B Yoga and Halfmoon, two sister brands connected by a shared vision as one—b, halfmoon. Our mission, to create space for pause through movement, meditation and recovery.
From visual identity to messaging we designed every aspect of the brand with intentionality. The logo utilized a transitioning half moon and yoga mat to create the b, a nod to the heritage brands and a comma—the pause, reinforcing the brand's ethos to encourage slowing down. Whilst the colour palette balanced rich grounding lunar energies and contrasting solar energy, inspired by the sun setting and the moon rising.
Throughout social platforms and events we leaned into the power of community—drawing inspiration from the people who have shaped the brand for over 30+ years, encouraging them to practice their pause both on and off the mat. Whilst the website was designed for optimal shopping and user experience, allowing seamless navigation and product education the be at the forefront for the customer.
