Lotus Yoga Studio wanted to re-launch their branding to not only be more modern but also stay competitive with the array of other established yoga studios in their city. Working together, we conducted an audit of local competitors, noticing that almost every studio was a “catch-all” of yogas, and rarely offered hot yoga to their guests. We positioned their studio to optimize SEO and create a smaller but more stable niche audience by adding a “hot yoga” lockup to their full branded name, as well as ensuring that both design and marketing tactics reinforced elements of heat, sweat, and toxin release into the narrative.