Elaine Oyang is a yoga therapist specializing in supporting AAPI women in healing chronic pain and illness through gentle, adaptive, and individualized practices. She integrates therapeutic movement, breathing techniques, and inward contemplation to help clients move through and beyond pain, offering a holistic alternative to fitness-oriented yoga.
Elaine Oyang approached us to craft a brand identity that exudes warmth, connection, and intentionality, reflecting her grounded approach to yoga therapy. With an existing client base, Elaine aimed to elevate her brand to attract the right kind of individuals who align with her values and the transformative nature of her work.
Through our strategy workshop, we identified her ideal audience as high-functioning AAPI women and emphasized Elaine’s Asian roots within the design elements, creating a cohesive visual identity that is both nurturing and enriching, resonating deeply with her target clients.
The letter “E” is rendered to assume the shape of the moon, calling to mind its nourishing power and it’s ability to make waves, just as how the brand is also set out to create a wave of transformation as it grows
Representing warmth, hope, and optimism, the circular shape of the letter “O” depicts the the sun, representing how the brand sheds light on a sustainable and attainable approach towards healing
The letter “Y” was intentionally customized to have more emphasized curves, as an invitation to embrace lightness, fluidity slowing down and being in a state of flow even if it’s just a small part of your day to day.
Meant to exude warmth and nurture, the Elaine Oyang brand identity intends to make people feel like they’re receiving a compassionate embrace from the one they need the most. With a blend of natural visual cues, an earthy palette, textured tones, and subtle oriental visual cues, the look evokes a sense of safety and serenity among her audience who are seeking a place where they can feel more connected to themselves and to others.
The logo plays a central role is bringing out Elaine's identity. Featuring a balance of solid lines and clean curves, the main logo is meant to represent the beautiful coexistence of structure and slowness, of constantly moving forward while taking occasional steps back, a call to nurture one’s self in whatever way that feels good to you.
With these elements combined, the logo evokes wholeness, embrace, and a deep sense of feeling complete and sufficient.
The lines represent the rays of the sun, reflecting the extent of the impact the brand seeks to create.
Two circles have been positioned to form a moon, highlighting how the brand can help its audience lighten their load and embrace their divine femininity.
This inverted triangular shape is inspired by the water symbol for fluidity, and rejuvenation.
I felt thoroughly supported by Marion every step of the way. She was very prompt in her communications, and went above and beyond to accommodate for my feedbacks. She also made the entire process feel so seamless and easeful, and I felt like I was working and having fun at the same time with a good friend.
I feel like I'd be able to more confidently embody my business because it feels like an extension of myself, rather than a separate entity. The refined aesthetics and the welcoming aesthetics hopefully will draw in my target audience, and inspire them to stay on my website/social a little longer to learn more about what I can offer them.
