Client
Unlocked
OVERVIEW
Karilynn and Shelby founded Unlocked, LLC, an adventure tourism company, in the Summer of 2017 with the dream of spreading yoga and empowerment throughout the world. They host high quality yoga retreats all over the world, while helping nonprofits provide education and tools of empowerment to developing communities. Unlocked is an avenue through which individuals are guided onto the path of self-study and mental, emotional, spiritual, and physical wellness.
MISSION
My mission as a brand consultant and designer was to establish brand guidelines that elevated their voice, showcased their mission, and attract clients.
AUDIENCE
Health-conscious individuals who are interested in yoga, wellness and travel.
Nonprofit organizations working in developing communities.
Those passionate about social change and community development, or any combination of the above mentioned interests.
ROLES & RESPONSIBILITIES
As a brand consultant and designer for Unlocked, my roles on the team were to:
Establish brand guidelines for Unlocked
Design a logo
Design a professional website in which clients could learn about Unlocked, view upcoming retreats, submit retreat payments, navigate to individual retreat pages, contact unlocked, and read blog posts.
Design posters, pamphlets, and social media content to advertise retreats, events, and fundraisers.
Photograph events and retreats
SCOPE & CONSTRAINTS
The timeline for the initial brand, logo, and website was tight. We aimed to accomplish all the above tasks in a short two month timeline. We began work at the tail end of June 2017 and launched the website on August 21, 2017 (just in time for the eclipse.) I’ve continued my work with Unlocked over the past two years helping them expand their reach and attract clients through the creation of print and digital content.
PROCESS
My process started with a questionnaire given to Karilynn and Shelby uncovering the origin of the Unlocked name, the target audience, major goals and tasks to be accomplished on the website, and the tone, look, and feel we were aiming to embody with the brand.
Next, we developed a color palette for the brand. Kari and Shelby were attracted to bold and vibrant jewel tones and the texture gold.
Next, I began iterating on logo ideas.
After 5-6 iterations we finalized on the Unlocked logo.
Next, I began wire framing their website to gain a general sense of page structure and needed content.
We researched website hosting frameworks on the basis of multi-lingual support, navigation formatting flexibility, video hosting capabilities, connectivity to PowHow (the website hosting their yoga classes), account creation, design flexibility, ease of use, content publishing, support, updates and maintenance, and price. View our research diagram here. We settled on using Squarespace as a framework platform for their site.
Together we worked to finalize content and font selection.
Marketing and Promotional Materials
PHOTOGRAPHY
In February of 2018 I traveled with Unlocked to Los Organos, Peru to Photodocument their spring retreat. The incredible ladies on the retreat were generous in giving their consent to share these photos.
WHAT I LEARNED
I learned how gratifying it is to work with incredible women who carry the same vision of creating a healthier, happier, more socially conscious world.
I learned not to promise more than I knew I could deliver. Initially, I had promised I could make a multi-lingual site which proved to be way more challenging than I ever expected. And, while I eventually delivered on my promise, I put myself in a very tight time crunch and stressful situation, one that could have been avoided with a little more research.
I learned how to ask for help when I needed it.
I leaned how to better value myself, my work, and my time.
I learned how to have difficult conversations with close friends, and create great working boundaries.