YoHub

Strategy
Name

Over the past few years, the yoga program market has become highly competitive. Both offline and online, there has been an explosion of services, schools, courses, lectures, workshops, webinars, and YouTube programs. When people felt overwhelmed during the quarantine, this competition intensified even more rapidly. It was particularly fascinating for us to initiate the development of a new brand, created by a group of dedicated Ukrainian yogis from Canada, specifically tailored for the russian-speaking population worldwide.

Product

The product we began working on is an online yoga service designed for young mothers who want to regain physical and psychological well-being after childbirth. During the product development, we recognized a purchasing conflict—women often search for ways to recover after giving birth. Still, most programs are focused on toning their glutes and abs. Our yoga service aimed to be the first platform specifically catering to young mothers and their unique needs.

However, the challenge lay in the fact that there were already sufficient similar services and programs in the market. As a new player with limited budgets, we risked going unnoticed.

Ommmmmm

Strategy

We decided to begin the creation of our brand in the agency by focusing on a crucial aspect: defining our unique value proposition. We aimed to set our product apart in the market, cater to the needs of a larger audience, and have the potential to tap into unexplored opportunities.

During the competitive analysis phase, we observed that most were similar despite the abundance of players in the category. They all boasted professional instructors, association certifications, personalized approaches, theoretical materials, and other industry-standard features. We found ourselves needing more significant points of differentiation compared to them.

Except for one.
All the instructors on our platform had medical education.

This attribute was mentioned almost in passing during a strategic session but struck us as incredibly compelling. Just imagine: a young mother, having gone through an extremely stressful period in every aspect, joins a yoga school where the instructor, who may have been a student at the same school just the day before, provides exercises that might raise doubts about their effectiveness and suitability. While this approach might be adequate in ordinary circumstances, it falls short when dealing with the comprehensive physical and mental well-being of someone who has experienced significant physiological stress.

We decided to put our hypothesis to the test by conducting a series of in-depth interviews with young mothers. To our surprise, we discovered a common concern shared among them all — the lack of trust in the practices offered by local yoga instructors. Each mother genuinely desired to alleviate postnatal discomfort, improve their physical fitness, and relieve psychological tension. However, they hesitated and sought reassurance that the chosen program could be trusted and would deliver the desired results.

This is where our team of yoga therapists became the distinguishing element that set our platform apart from the competition. By adopting a scientific approach to physical practices, our therapists understood the nuances of a woman's body, the challenges she may encounter, and the effective methods to overcome them. Their expertise and presence instilled a heightened level of trust in the effectiveness of our program. Thus, we found a concise value proposition:

The first yoga portal for young mothers to regain their physical and psychological well-being, where we take a therapeutic approach to the recovery process.

Ommmmm

Name

Once we determined the blue ocean where our brand would thrive, we created a name and descriptor for the brand's initial communication with the audience. We were mindful of not overly emphasizing the therapeutic aspect right from the start, as we wanted to avoid any unnecessary associations with traditional medical treatments that could evoke notions of complexity, pain, and discomfort. Among the various name and descriptor options proposed, the client settled on the most concise one:

YOHUB. YOGA & THERAPY.

Motherhood is a unique, heartwarming, and emotional journey. The creators of YoHub deeply care for mothers, offering dedicated support and guidance in all aspects. We felt compelled to share this warmth and shed light on the life goals and aspirations of the YoHub team. Hence, we chose to express it as a manifesto, a heartfelt tribute to mothers.

Manifesto

People say: a good mother carries many responsibilities,
Bathing and dressing,
Take care of herself too, if lucky.
Give hugs.
Accomplish an overwhelming pile of tasks all at once.
Tell a bedtime story.
One after another.
Share everything she knows and come up with new tales on the spot.
Walk.
At any weather.
Not to the streets or cafes, but to the children's playgrounds.
Cook and feed.
Preferably with veggies, not sweets.
Act out a home theater.
Or avoid unnecessary drama.
Build LEGO castles.
Accidentally step on LEGO and gather all the strength to carry on.
Show the world.
Even if the world consists of the journey to and from the garden.
Teach resilience.
And keep moving forward.
Even when feeling weak and wanting to rest.
And smile.
Smile even when not feeling like it.
But we say: a good mother must take care of herself.
Listen to others.
But listen to her body.
Express emotions.
Yet not forget to process her own.
Enjoy moments with the child.
But seek time for herself.
Nurture the baby through instincts.
Nurture herself through yoga. And our specialists will help do it safely.

YoHub. Yoga & Therapy.

And so, the warm-hearted service of YoHub came to be — a brand with an Eastern soul and therapeutic expertise. It engages its audience in conversations about what truly matters — women's health and the well-being of their children. Like a trusted friend, YoHub understands, supports, and cares deeply. It offers guidance with a gentle touch, just like a mother, but with a softer approach. Always ready with advice and direction, this kind and nurturing presence never fails to find the right words to uplift, even in the most challenging moments.

Today, YoHub is helping hundreds of women worldwide restore their health, rediscover self-love, and embrace the joys of motherhood. We love projects like these — warm, beneficial, and deeply human. As daughters and sons, it brings us immense pleasure to know that our work makes a little difference in the lives of these incredible mothers.

yohub.yoga

Ommmmmm.

Arriba! Creative Agency:

Oleg Mysiagin — Head of Strategy Department;
Vlad Torsky — Strategist;
Roma Hlibov, Dasha Starko, Olya Shevchuk — Copywriters;
Yulia Razvenkova — Art Director;
Max Burtsev — Creative Director;
Olya Burtseva — Account Director;
Meriam Yol — Producer;
Natalya Kuzmina — Craft Designer.