FULLSTOP

Creative Director • Wellness Brand Development • 2019-2020 • Independent Project

Complete brand ecosystem for innovative yoga and wellness practice, creating mindful visual identity that transforms how wellness is communicated and experienced.

Role: Creative Director
Duration: 2019-2020
Scope: Brand identity • Website design • Marketing collateral • Wellness positioning
Deliverables: Complete brand system • Digital presence • Brand applications

EXECUTIVE SUMMARY

Developed comprehensive brand strategy and visual identity for FULLSTOP, a forward-thinking yoga and wellness practice that reimagines mindfulness for contemporary lifestyles. This end-to-end brand creation encompassed strategic positioning, visual identity development, and complete digital ecosystem—establishing FULLSTOP as a distinctive voice in the saturated wellness market through thoughtful design that embodies the practice's philosophy of intentional pause and transformation.

The creative direction translated wellness principles into sophisticated visual language, moving beyond typical yoga aesthetics toward design that genuinely reflects mindful living. Working from conceptual foundation through complete implementation, I crafted cohesive brand architecture spanning identity system, responsive website, marketing collateral, and branded touchpoints that reinforce FULLSTOP's unique approach to wellness. Every design decision—from typography choices to color psychology—supports the brand's mission of helping people create meaningful pauses in their daily lives.

Key Achievements:

Differentiated Positioning: Strategic brand identity standing apart from conventional wellness market aesthetics

Holistic Brand System: Complete ecosystem from logo through digital presence maintaining mindful design principles

Digital Wellness Experience: Website design that embodies calm and intention while driving class bookings

Scalable Architecture: Flexible brand system supporting growth from individual practice to wellness platform