Client Need
A research-based, health business needed a brand to reflect its roots in yoga practice and its focus on accessible tools for movement as a therapy for all individuals and communities. Happ:y Wellness is deeply committed to bringing the health benefits of movement to everyone who needs it with methods to improve balance, strength, and self-confidence.

Core Concept
Healthy, Accessible, Products, and Programs, through Yoga. Happ:y seeks to serve underserved populations and empower individuals facing physical challenges due to aging or different abilities.

Brand Graphic Elements
For the logo, a circle shape was employed to communicate a feeling of friendliness, wholeness, and inclusivity. A stylized lotus flower was designed to make a connection to the yogic traditions the programs are based on.

Typography
The Happ:y wordmark uses Optima, a Humanist sans serif with splayed terminals, chosen to represent strength, balance, and fluidity. Set in upper and lower case the name expresses a core brand ideal using directness and compassion. The unique colon inserted before the ‘y’ forms a joyful emoticon underscoring the positive brand values of Happ:y.

Colors
The primary brand colors, yellow, green, and blue, are bright and positive. This analogous color trio of colors represents a visual connection to the natural world. In the primary logo, they are used in a soft, vertical, linear gradient.

Additional Elements
The founders of Happ:y developed concepts for specialized yoga mats designed for different audiences. The three distinct Happ:y yoga mats evolved from research and beta testing. The Advanced Measurement mat, was specifically designed for clinical assessment uses; the Sun Dial mat features a simplified and accessible design, for use at home by patients in occupational therapy; and the Animals & Shapes mat is perfect for kids and provides therapists with a fun way to connect with their child patients.

In collaboration with the founders, Strong Heart created illustrations, and applied visual hierarchy and principles of unity to refine the marking systems. A secondary color palette was chosen for the mat colors. Sell sheets and retail labels were designed and graphics were made for the website.

Additional marketing materials include a sell sheet, trade show booth banner and table cover design.