YogaClicks - Creating a brand of my own in a competitive space

The Brief
Online yoga shops had become commoditised, competing primarily on price with little differentiation. As a yoga practitioner myself, I saw an opportunity to create something more aligned with the community's values and creativity.

The Strategy (Spine)
I conducted comprehensive competitive research and identified a gap in the market: a sustainable, ethical marketplace where yogi makers could sell directly to the community. This approach elevated products beyond price competition by emphasizing creator stories and values.

The Voice (Soul)
I created all content for the platform, including over 150 blog posts (some now ranking first on Google), a yoga style quiz, a guide to 100 yoga poses, and a Yoga Map for sharing stories. The language celebrated makers' creativity and commitment to sustainability long before it became trendy.

The Brand Connection (Heart)
YogaClicks connected the yoga community directly with authentic creators who shared their values. Rather than just selling products, we created a platform that celebrated the stories and ethics behind each item, building emotional connection through shared purpose.

The Impact
The business grew to over 50,000 social media followers, received carbon-neutral certification and ethical accreditation from The Good Shopping Guide, and was listed on Not on the High Street. Most importantly, it achieved over 1,000 five-star reviews, reflecting genuine customer connection.

My Role: Competitive research, brand positioning and development, tone of voice, maker curation, website design, content creation (over 150 blog posts many of which ranked first on Google!), product development, product design (t-shirts, sweatshirts and eye pillows), photography shoots, social media management, and sustainability certification (certified carbon neutral, ethically accredited by The Good Shopping Guide).

In Action: Read sample content below.

Note: The business has closed but I remain proud of what I achieved and my contribution to the yoga community.