The Chopra Center For Well Being conducts numerous restorative and health-related programs nationwide each year. To attract a larger demographic, the company retained Studio 2055 for research and design. The re-branding efforts would be applied to a full-color 32-page publication for online and direct-mail distribution.
Solution: Discovering an Indian-inspired Design Approach
Following target marketing and design research, the studio initiated the project by focusing on the Center’s core message “the path to wellness begins here.” We discovered the target audiences are comprised primarily of middle-aged individuals who are experiencing a life transformation, tackling health-related problems or in search of a deeper spiritual awareness. The Center’s practice of ayurveda drew the Studio to research organic and natural forms.
Using this data, Creative Director Nanette Newbry focused on connecting the Center and its audience, drawing upon Far Eastern Indian art culture to reinforce the core values of Deepak Chopra’s messaging, and visually interpret the serenity and spiritual nature of the programs.
“Ancient Indian art embodies mind, body and spirit, through its use of beautiful earth tones and organic imagery. I found the art to be inspirational in drawing individuals to the Chopra Center’s programs,” said Studio 2055’s Newbry.
Result: Cultural Art-Inspired Branding
Final designs included pairing artwork from India with meditative and inspirational photographs, colors and patterns to create three differing presentations for the Center’s review process. Each approach reflected the targeted audience and the Center’s core message by reflecting health, spirituality and life transformation.
The success of the work by Studio 2055 was demonstrated by the overwhelming interest of new and returning participants to the Chopra Center’s programs.