Design brief

Client name:

ekam.city

Company profile

ekam.city is a social enterprise that offers corporate and private yoga lessons in order to fund yoga classes for less-advantaged communities in the city.

Project overview:

Web Design and Development

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The process

#1 The brief:

From our initial meeting we established that the overall objective was, first of all, to allow the audience to feel inspired. Secondly, the audience needed to understand the core value and project mission from the first instant of visiting the site, without having to navigate elsewhere on the site. We also established that once gaining an interest in the project mission, the most important actions visitors should take upon visiting the site were to navigate to the ‘Contact Us’ page of the website. In terms of the aesthetics, we established that the overall look should be ‘minimal’ and ‘clean’ with a fluid and responsive structure.

#2 Research:

The initial steps to gaining an understanding of the target audience, and how best to interpolate and present the message to the audience was through researching the field of yoga in and around London. From this research we established that the primary audience was in the age group of 25 – 45 and was predominantly women of a mid-high socio-economic background. The data collected during the research phase helped us decide on the appropriate colour scheme, font-face, imagery and over-all tone in the way the messages are presented.

#3 Information architecture and Wireframes:

With the information collected in the research phase, we were also able to identify a hierarchy of informational importance, which enabled us to develop a site map to which we could determine how best to arrange the navigational structure of the entire site. We then developed wireframes that allowed us to organize the structure and nature of the content on each page. These wireframes too helped us to plan out the functional elements throughout the site. The data collected during the research phase helped us decide on the appropriate colour scheme, font-face, imagery and over-all tone in the way the messages are presented.

#3 The design

With the architecture in place, we then begun the design concepts. This gave us an opportunity to test colour schemes, images and fonts, and how best to convey the message to the audience using these elements. In order to keep the overall feel of the site warm, yet slightly playful, and not too harsh or corporate, we chose to go with a lighter tone of red, to match the predesigned branding, along with a complementary and subtle tone of emerald. We didn’t want to overpower the brand colour, so to do this we limited the use of emerald to the colour treatment of the images throughout the site. The result is both eye-catching, and allows greater legibility for the typographic messages used with them. The connotations associated with green, such as healing, growth, honesty and success, too, all spoke strongly about the project’s message.
The overall feel of the site is warm, fun, simplistic, and inspiring.

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