When Jason Hulshof showed up on our doorstep, he won us over with his warmth, positive attitude and enthusiasm. He's a force of nature! Jason's brand of yoga combines the intensity of aerobic-styles of yoga with the compassion and centering of traditional practices—his own take on vinyasa. We created an identity and brand culture for Heart Yoga that is bold and iconic, yet flexible, playful, and adaptive. The identity's strong and unambiguous attitude allows Jason to be as expressive as he likes; the identity can take it.