Each body tells a story of life

Each body tells a story of life. Amburg is the first online critical alignment yoga school. Critical Alignment Therapy & Yoga is a method based on relaxation and a deep approach to the structures of the body and the spine. This method of working with the back allows you to relieve muscle tension, build posture, turn on non-working muscles, and become aware of your own body. Understanding the right brand strategy is not an easy task for any business. First of all, I did competitor research to highlight uniqueness and differentiation. In any case, I did not try to copy what was already done, but the goal was to understand what worked and what was not. And this research allowed us to create our own new and unique. As a result, I came to the conclusion that the center of the design should be a photograph of the body and a state of inner awakening. To realize this idea, we made a photo session with natural, soft morning light, like during a morning awakening. I have created an internal design system that standardizes all parts of the design in the product. The result is an adaptable, holistic brand that can fulfill its marketing goals and maintain high levels of user satisfaction. Compared to competitors, Amburg has no bright, aggressive and contrasting combinations. Font and color play a supporting role for photographs, which create the mood and tone of the design. I have improved the user experience by creating a simple and understandable system of payment and feedback, created a unified design system for all online platforms.