the challenge
Osho Risk, a meditation center in rural Denmark growing since the eighties, was becoming more international and needed more unified branding. Existing annual programs, printed as extensive brochures, were increasing in cost.
the solution
Starting with a logo based on the centre's iconic window with a seven-ray sunrise, I grew the visual identity from a low-cost, high-reach, human-felt concept. Simpler annual programs with inserts to hang on the fridge and a range of business cards displaying the many annual activities provided a more immediate reminder of the place, inspiring people to come back.
highlights
visual identity and branding
Living and working at the Osho Risk Meditation Center in the Danish countryside, my work involved creating a visual language to support the full experience of the place - be it as a workshop participant, a volunteer worker or a guest enjoying one of the daily meditations or a beautiful vegetarian meal. With a wide range of possible activities, I wanted to display the whole journey to potential guests - from a quiet morning alone in the garden to a vibrant festival with live music and many participants.
The visual identity grew organically. Starting with the creation of a logo inspired by the iconic, seven-ray sunrise window in the central meditation hall, I had the idea of also creating business cards with different image backgrounds, displaying the many experiences possible - for guests to choose whichever card appealed the most to their inner longings. The rounded corners contributed to the approachable, human feel. I chose a typography that was respectful of the existing collateral yet with a handwritten, fresh feel to create a playful, yet deep vibe.
The work grew into posters for various workshops and festivals, as well as printed advertising and web design.
the impact
The fresh identity with a dedicated type font and new logo took off, becoming a template for other programs, posters and flyers. What started with a simple logo grew to a distinct visual identity and brand strategy, encompassing both the range of activities and increasing the diversity of visitors at Osho Risk.
a visual journey of a spiritual experience
a playful and fresh brand approach
Osho Risk wanted to attract younger participants to the many available programs, as most visitors had been around since the beginning of the place - 1987 - and a generational shift would inject a sense of renewal, fresh energy and long-term longevity.
Knowing the importance for curious, potential visitors to be able to see themselves in the collateral, I carefully curated the photography for all our visual assets. I took many of the photos myself, emphasising diversity in gender and age, with a subtle lean towards younger male guests, who were least represented at the time. The idea worked, and gradually diversity increased in our pool of visitors.
logo, typography, photography, visual language, graphic design, web design, brand guidelines
full visual identity
portraying meditation and celebration at Osho Risk
A logo started the journey of Osho Risk's visual identity and grew into a family of visual assets.
what I did:
Advertisements, flyers and more.
2010 - 2016
creative direction and brand management
brand strategy
created a brand identity around the experience of Osho Risk
rethinking printed programs
Osho Risk had long printed extensive annual programs in A4 format with several pages like a magazine, and the printing and sending was at a substantial cost.
I suggested we rethink the format to be a family of visual assets: a tri-fold flyer of one A3 page with the entire annual program. In contrast to the existing programs that needed both physical space and in-depth reading to enjoy, I proposed a format that was at a much lower cost, easy to send out, and supported by a similar tri-fold flyer in A4 with a more thorough introduction to Osho Risk and the different types of offerings available. The A4 flyer didn't need annual re-printing. Finally, I suggested a simple annual calendar insert that could be added to the A4 flyer. The idea behind the insert was to allow for visitors to grab an annual calendar of activities and stick it in their pocket, and likewise to have an overview of happenings available that you can stick on your fridge - and thus be reminded every day of the soul-nourishing offerings available just in the corner of your eye.
Osho Risk used printed A1-format posters to advertise workshops and festivals. I designed many.
The new program format became the template for a range of annual programs, easy to grab and enjoy for existing and new visitors of Osho Risk.
annual programs
developed a new budget-friendly format that became the template for other programs
collateral
posters - flyers - advertising - business cards
end-to-end delivery
ideation - creative direction - design - execution - print
Get in touch
Blending structure with imagination, and clarity with heart.
