Yoga in the Citi is a mass yoga event planned by Citibank as a part of their corporate celebrations for International Women’s Day. I was brought in to help with the branding of the event, including coming up with the event title and identity.
The brief included coming up with an idea for the name of the event together with the logo. Some restrictions was that the logo had to play with the main colour theme of Purple, Black & White. This was actually really helpful at the beginning because it saved one round of colour exploration and I could just focus on getting the logo elements right.
Part of the brief was also that the logo and event should include an element of women finding their balance between wellness and work.
Some initial ideas for the event title included “Hit the Mats” and “Find Your Balance”. The client decided that “Yoga in the Citi” had a good ring to it, and aptly included the company into the event, and so it was chosen.
Part of the work included designing a customisable electronic direct mailer template, 2 event backdrop designs and a t-shirt design visual.
The big idea behind the identity was that of balance. By using familiar yoga poses as a device, I wanted to show that it is possible to have it all: to balance your work, and yet still spend some time to take care of your health. The participation in the event would culminate that idea, where hundreds of Citibankers take time off their busy schedule to attend a mass yoga event.
The additional stroke added an anchor to the design as well as alluding to the yoga mats that participants will be using during the event.
For the backdrop design, a mandala symbol was used to add to the idea of balance and yoga.
Yoga in the Citi was held on 4th and 6th of March, 2014 in the two different offices of Citibank Singapore. What you see above are some of the highlights of the event. There is something enchanting in seeing people coming together and doing something in unison. It is admirable that Citi took the effort to organise such a large scale event for its employees and in support of International Women’s Day.
I was glad to be able to bring a face to the event that the team had planned, and was especially proud to see my designs on The Business Times the following day:
See the article here.
What did you think of the design? Share your thoughts in the comments below.