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Building a Digital Brand
in a moment of Transition 

SETTING UP BUSINESS DURING THE PANDEMIC

Context

Alexandra Santos is a highly experienced yoga teacher who had built a strong, loyal following in Miami. In early 2020, she relocated to North Carolina — just months before the COVID-19 pandemic forced studios worldwide to shut down.

Suddenly disconnected from her physical community, Alexandra faced the challenge of rebuilding her practice beyond geographic boundaries while maintaining the depth, trust, and personal connection that defined her teaching.

The Challenge

Alexandra needed to quickly reinvent her business model and transition from in-person classes to a fully virtual yoga school — without losing her existing students or diluting her identity.

This meant creating a brand and digital presence that could:

  • Support remote teaching

  • Feel authentic and personal

  • Be flexible enough for long-term, self-managed growth

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TEMPLATED CONTENT 

My Role

I led the creative direction and execution of Alexandra’s brand and digital ecosystem.

My responsibilities included:

  • Brand identity design

  • Logo development

  • Website design and setup

  • Digital communication system and visual guidelines

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ORIGINAL HOME PAGE. HERO IMAGE PRESENTS TEACHER NOT IN AN ADVANCED POSITION BUT AS THE GREAT GUIDE SHE IS DURING PRACTICE

Creative Direction & Execution

The visual identity was designed to reflect Alexandra’s calm, grounded teaching style while remaining versatile across digital platforms.

Initially, I developed custom-designed assets to establish the brand’s visual language. As the business stabilized, the system evolved into flexible templates, allowing Alexandra to manage her own content while maintaining visual consistency across her website and communications. This approach ensured both creative integrity and long-term autonomy for the client.

SOCIAL MEDIA VIDEO POSTS

Outcome

  • The brand and platform successfully supported the launch of Alexandra’s virtual yoga school during the pandemic.

  • The logo and identity are still in use today

  • Alexandra continues to manage her own content confidently

  • The system scaled with her business as online teaching became a permanent offering

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