Art & Creative Direction | Brand Design | Photography | Product Development
House of AUM
a community focused yoga studio and community
House of AUM
House of AUM came to me with a classic startup identity crisis. They had big wellness dreams but zero visual backbone to match their soul-deep mission.
Art and Creative Direction
This tight-knit yoga community was suffering from generic wellness syndrome, so I prescribed a complete brand personality transplant. I crafted a distinctive visual identity that screamed “come as you are” while whispering “grow into who you’re meant to be” Because authentic wellness doesn’t look like stock photo serenity.
Continued Brand Development
The therapy got deeper when we realized their brand needed to feel like a warm hug across every single touchpoint. I implemented cohesive design principles that made their strength approachable everywhere they showed up. From product development and procurement to their brick-and-mortar space. We created engaging visuals for community events, marketing collateral that actually makes people want to breathe deeper, and a user-friendly WordPress website that captures their inviting spirit without the wellness industry bullsh*t.
Brand Photography and Product Development
To capture House of AUM’s authentic essence, I implemented a comprehensive strategy that went way beyond pretty yoga poses. Through meticulous design and production processes, I staged and captured real humans doing real wellness work. Yoga classes, treatment sessions, community events, and lifestyle editorial photography for their online shop. Each image was thoughtfully crafted to resonate with real people seeking genuine well-being, not Instagram-perfection.
The Breakthrough
Ten years later, House of AUM transformed from startup identity crisis to a tri-state wellness pillar. The brand therapy worked. They gained regional recognition, consistent growth in classes, retreats, and training courses, and became a respected community cornerstone. Turns out, when your brand looks as authentic as your mission feels, people can’t help but show up and stay.
