My mandate was to define and execute the complete brand identity, look, and feel for a new yoga retreat business previously named "Solluna Yoga Retreats". I leveraged deep market analysis to engineer a strategic pivot in the brand name, moving the client away from generic "retreat" titles. This established Solluna Yoga as the core entity, immediately differentiating the brand by prioritizing the style and quality of instruction over a generic travel destination. This methodical approach ensured the development of a scalable brand architecture that easily accommodates future growth, allowing for clear Brand Extensions like 'Solluna Yoga Classes' and 'Solluna’s Retreats' while maintaining a sharp focus on the core yoga offering."