In 2020, I was brought in as the solo lead writer for Yoga Joint, a highly successful chain of hot yoga studios in south Florida.
Undertaking a massive rebrand intended to position Yoga Joint as a competitive alternate to major chains such as Equinox and Orange Theory, since I began work on this project, Yoga Joint has expanded significantly – adding studios in downtown Miami (Brickell), Midtown Miami, and Coral Springs.
The first stage of the rebrand focused on building out a sleek new website that is highly focused on video content and usability. Afterwards, we directed our efforts on building out a customized app that would act as a portal to all things YJ – working closely alongside a talented dev team to ensure a unique and efficient user experience.
Our creative marketing team has also worked hard to tackle social media on behalf of YJ, with an emphasis on growing brand awareness through an engaged online YJ community.
Working directly with Yoga Joint’s Chief Operations Manager, this is a client-facing role that has provided wonderful opportunities to be a part of a talented strategy team that is working hard to take this brand to the next level.
While working on this account, my passion projects have been leading the video content across all channels and creating the Yoga Joint Tutorial Library – a library of over 100 videos (2-4 minutes) on the app that feature step-by-step instructions to all of YJ’s foundational poses.