A TRANSFORMATIVE
VISION AND JOURNEY
INSPIRING THE PRACTICE

REBRAND STRATEGY
BRAND STORY
CREATIVE DIRECTION
CAMPAIGN DEVELOPMENT
PHOTOGRAPHY / MOTION DIRECTION
ON-SET DIRECTION
CONTENT DIRECTION / DESIGN
BRAND VISUAL STYLE PLATFORM

Fashion / Wellness / Culture / Retail / Ecommerce

Manduka, renowned for its premium yoga mats and accessories, expands into a lifestyle brand, uniting yogic culture with global movements. This appointment with Manduka marks the beginning of a new journey igniting new conversations around the practice, culture, and creativity, unveiling its debut apparel collection celebrating the practice and diversity. Elevating the unique values of the brand and ushering in a new era of growth and lifestyle relevance. Embracing the opportunity to build Manduka’s global presence through creative vision and strategic redesign.

Creating energy within and around the brand, defining and developing the vision: ‘Inspiring the practice’ and ‘Made for Yoga’. Through the inner journey, we become ‘renatured’, superpowering our true natural selves. We transform our outer world by exploring our inner world. Engaging in a collaborative, iterative approach with the leadership team to address long-term opportunities and immediate needs concurrently. Bridging brand and product with community, identifying cultural touchpoints, and defining an ecosystem of brand values, beliefs, and style.

Conceived, directed, and produced the visual story and rebrand with Manduka’s expansion into apparel. Developed a brand visual platform with story-driven themes and style to guide Manduka’s direction for the next decade or more. Established long term vision platform, creative direction and brand assets aligned with business objectives, elevating the brand’s evolution. Expanded Manduka’s global presence and relevance in the lifestyle market through strategic redesign and brand positioning. Achieving measurable growth in sales, market share, and brand equity metrics.