Client

Lorna Green

Date

22 April 2026

Status

Draft

Prepared by

digiDen Studio

00 Brand Compass

Lorna Green Life

Outside, offline, together — with a side of science.

Trail shoe stepping onto wet rock at the water's edge

Lorna Green Life hoodie with the mark on the back, at sunset

0.1 North Star

Create inclusive outdoor experiences that help people feel better in their bodies and minds, without fluffy "spiritual" vibes.

0.2 What this is

Lorna, this is your Brand Compass. It's the thinking behind your brand and the guide to using it, all in one place.

The first half is the strategy we worked out together: who you're for, what you offer and how you sound. The second half is your finished identity, with your logo, colours, fonts and imagery, plus how to use them so everything looks like you.

Come back to it whenever you're writing a post, briefing a printer or wondering if something feels on brand.

Section 01 of 05

Foundations

The strategy: who the brand is for, what it offers and how it sounds.

1.1 Snapshot A

Community-led outdoor wellbeing (not performative).

1.1 Snapshot B

Nature + movement + cold water, made safe and doable.

1.1 Snapshot C

"Woo-woo" energy, grounded in real-world results.

Keywords

community, outdoors, offline, inclusive, movement, cold water dips, wellbeing, science-led

1.2 Why now

Lorna's been thinking about a rebrand for a while. It felt too big and too scary to tackle, but staying stuck wasn't an option any more. Her current identity feels out of date, and clients don't understand why they should choose her over the growing number of yoga and wellness teachers saying similar things.

Success looks like

Success means walking away with a much clearer message, stronger differentiation in a crowded wellness space, and content and marketing that's actually easier to produce because the brand foundation is solid.

Goals

Get a clearer, more confident message that explains what she does and why it matters

Stand out from other yoga and outdoor wellness brands, with a lane that's distinctly hers

Make marketing and content easier by having a clear brand to point to

Clarify and name the new group offer concept (Get OOT / outdoor community programme)

Move from being perceived as "mid" to sitting at a premium positioning

1.3 Audience

Lorna's people are middle-aged, menopausal women who are tired of being tired. They've spent years being packaged into a box and they're finally saying "sod it, let's just go and do stuff." They're givers who've put themselves last for too long and are now carving out time for themselves. They want something real: movement, fresh air and actual community, rather than another screen-based wellness subscription. They show up in all weathers, welcome a bit of discomfort and are ready to learn.

Key insight

The barrier isn't motivation, it's fear. Fear of going outdoors alone, of joining a group, of the cold. Once they take that first step (often because someone recommended her), they rarely look back.

What they need to believe to say yes

They need to believe that getting outside and moving their body isn't a luxury, it's the intervention. That discomfort is where the shift happens. And that this brand is a safe, inclusive space to try it without judgement.

1.4 Offers

Lorna offers three ways in. There's low-ticket online content and guided experiences for people just getting started, a regular programme of outdoor events (yoga dips, park yoga, walks) for those building a practice, and a core quarterly group programme for people ready to commit to a block. The group programme is the priority offer. Get OOT is the umbrella sub-brand for the outdoor and community side of everything she does.

Priority offer

The quarterly group programme: a cohort-based outdoor community that runs 3 or 4 times a year. People join a block, come to what they can and get the tools to carry on independently. It's deliberately anti-dependency: "if I'm doing my job correctly, you should be able to do a couple of things with me and then feel really empowered." Every session is filmed and uploaded to YouTube, so it works in person or at home.

Offer ladder notes

Try It (entry, low-ticket online): Subliminals, guided meditation walks and low-maintenance online content. Low overhead, as it doesn't need Lorna to deliver it every time. The gateway into the brand.

Weekly (mid, regular outdoor events): Yoga dips (monthly at the moment, so the name may need a tweak), yoga in the park (spring and summer) and walks. In person and community-building.

Core group programme (top of the ladder): A quarterly cohort model, roughly 3 or 4 blocks a year. Pay for the block you join, with no ongoing commitment. A mix of outdoor events, filmed content and group support. Get OOT is the sub-brand umbrella across this and the weekly tier.

1.5 Benchmark today

Benchmark target

What the benchmark says

Lorna's brand is highly memorable (8/10) but not yet well known (4/10). There's a strong core that hasn't spread far enough yet. Clarity sits in the middle (5/10), so people broadly get what she does but not always why she's different or what to choose. Praise is strong (7/10), but word of mouth and referrals are low (4/10 across the board). Clients love what they experience but aren't yet sending others her way. The priority is turning that into active recommendation.

The lane to own

Other yoga and wellness brands are all talking about slowing down and nature (Lorna said this herself). Her lane is inclusive outdoor community with a grounded, science-curious edge. No spiritual bypassing and no exclusivity. Woowoo with a side of evidence. The people who are too scared to go alone can come with her.

1.6 Positioning statement

For people who are tired of being tired, Lorna Green Life is the outdoor community that gets you outside, offline, and back to yourself — because real change happens in the fresh air, not on a screen.

Competitors and alternatives

Soulful Sundays, The Cold Water Therapist, West Coast Wellness

Competitor notes

Soulful Sundays is a big yoga dip community with celebrity teachers and TV coverage, so it's polished and high-profile. The Cold Water Therapist is well known in Scotland, with a clear, education-led message and a strong retreat offer. West Coast Wellness has invested heavily in physical spaces: a lochside studio, sauna, cabins and an online studio. Lorna's gap is the accessible, community-first, no-membership model. Real people, all weathers and all abilities, without the premium destination price tag.

1.7 Purpose

I want to see people come together outside and offline, because real, in-person connection changes how we feel and how we treat each other.

Mission

I run cold dips, outdoor yoga, hikes and runs that people wouldn't feel safe doing on their own, in a year-round calendar they can join whenever suits them.

Vision

People feeling less alone, spending less time online and looking after themselves and each other a bit better.

I have a strong sense of social justice and more and more I find it hard to talk about 'love and light' when the world is live streaming genocide, being spoonfed hate against immigrants to distract from the true evil. I have hope that as we remember the importance of community, connection and nature's rhythms we will as a collective pull ourselves back from the destruction and live in greater harmony.

1.8 Values

Show up anyway. Rain, cold or a grey Tuesday, we still go. That's usually where the good stuff happens.

Everyone's welcome, properly. All weathers, all abilities, no judgement, and nobody gets left at the back.

Back it up. If we say something works, we can show why. Woowoo with a side of science.

Leave people stronger. The aim is that you can do it without Lorna. Needing her forever isn't the point.

1.9 Brand story

Some rebrands happen because things are going wrong. This one's happening because something is finally going right, and it's time the brand caught up.

Lorna Green has spent years helping people discover what their bodies and minds are capable of when they stop being afraid of a bit of mud, a bit of cold, a bit of discomfort. The results speak for themselves: clients who've rebuilt their confidence, reclaimed their health, started recommending her to everyone they know.

The problem? The brand still says "yoga teacher". And Lorna is so much more than that.

What she's actually built is a community. Outside, offline, together. A place for people who are tired of being tired and want something real, not another screen-based wellness subscription. Somewhere inclusive, science-grounded and genuinely fun.

This is that brand. And it's just getting started.

1.10 Messaging — the one-liner

Outdoor movement and community for people who are done waiting to feel better — no gym required.

Supporting points

Fun, inclusive, and grounded in what actually works — not spiritual fluff, not performance fitness.

Flexible and low-commitment: join what you can, when you can, in person or via YouTube.

Led by a patient, experienced teacher who makes it safe to try the things you've always wanted to do alone.

Proof points

A client going through a divorce rebuilt her confidence, lost weight, started cold water dipping and hiking, and now says she's a better mum and a better employee, and her creativity has come back.

Facebook and Google reviews on her current website, where clients consistently praise the experience.

When they hesitate

This isn't a luxury. It's what happens when you finally decide to stop putting yourself last.

Messaging pillars

1. Get outside

Cold water, trails, parks and whatever the weather's doing. First-timer tips, what to wear, where to go. e.g. "Your first cold dip: what to bring and what to expect."

2. The science bit

What cold water, movement and fresh air actually do for your body and mind, especially through menopause. e.g. "What a cold dip actually does for hot flushes."

3. Real people

The group, first dips, client stories and the muddy, laughing reality of it. e.g. A client's first dip, in her own words.

4. Do it yourself

Tools and confidence to keep going without Lorna. Routines, kit, how to find your own people. e.g. "Three walks you can do on your own this weekend."

1.11 Vibe

This brand feels like a muddy trail run that ends at a coffee stop: energetic, grounded and a bit chaotic in the best way. It sounds like someone who'd happily say "sod it, let's just get in the water" and mean it. It's fun but it isn't frivolous, it welcomes everyone, and it's curious about the science without getting clinical. No crystals and no hustle. Just real people, real movement and fresh air.

If the brand were a person

If this brand were a person, she'd be the friend who texts you on a grey Tuesday to say "I'm going for a cold dip, come if you want, no pressure", and somehow you always go. She's warm but never sickly, direct but never harsh, and she's got no patience for wellness that's all aesthetics and no substance. She'd never say "manifest your best self". She might say "just get your trainers on".

Tone and voice

Do

Write how Lorna talks. Chatty, direct, and the odd swear word is fine.
Keep it short. If a line can go, cut it.
Back things up. A real result or a bit of science beats a big promise.
Be warm and encouraging without going soft.

Don't

Spiritual speak: "love and light", "holding space", "high vibes".
Fluffy or performative wellness language.
Anything that makes people feel they have to look the part before they turn up.

Sample copy

Social: "Cold, muddy, brilliant. This is what Tuesday looks like. Who's in?"

Web: "You don't need a gym membership, a perfect schedule, or a whole personality change. You just need to get outside."

Section 02 of 05

Creative Direction

How we got from a blank page to the finished identity.

2.1 The journey

Here's how we got from a blank page to Lorna's brand. Every step shaped the next, and this is the route that made it.

Lorna Green Life moodboard of places, colours and textures

Moodboards

Where it started: the places, colours and feelings Lorna loved, and the ones she didn't.

Sketching

Pencil first. Lots of marks drawn from water, rock and wood.

The Drop and Ripple creative direction board

The direction

The strongest ideas went onto direction boards, and Lorna picked the drop and ripple.

The lockup

Putting the mark with her name, then refining it until it felt hand-drawn and properly hers.

The Lorna Green Life style set showing colour, type, photography and texture

The style set

The brand in use: colour, type, photography and texture, all working together.

2.2 The chosen direction

Lorna Wildmark

Mood words

Aspirational · Considered · Patterned · Wild · Earned · Atmospheric · Quiet

The feeling

Cold water at dawn. The silent pull of a kayak through dusk-light. Gestural marks made from observation, not decoration. Charcoal grounds a palette of heather and moss, colour drawn from the wild places that shape her and the geometry nature has been drawing for millennia. Considered, atmospheric, aspirational. A brand that earns attention without raising its voice.

Section 03 of 05

Logo

The mark, its versions and how to look after it.

3.1 The mark

The mark is a drop and the ripples it makes, drawn by hand so it feels gestural, not geometric. In the lockup it sits ghosted behind the wordmark: lornagreen in Filson Soft, with life in Goldney heather.

3.2 Versions

Lockup

The main logo. Use it on white, at least 140px wide.

Lockup, mid ripple

On ghost grey or a painted texture, so the ripple still shows.

Lockup, reversed

On charcoal grounds. White wordmark, life in heather tint.

Lorna Green Life drop and ripple mark in heather

Mark, heather

The drop and ripple on its own, on light grounds.

Lorna Green Life drop and ripple mark in moss

Mark, moss

The second colourway of the mark, on light grounds.

Lorna Green Life drop and ripple mark in white

Mark, white

On charcoal, heather or moss fills.

Lorna Green Life drop and ripple mark in charcoal

Mark, charcoal

Where colour would fight the content.

Boxed mark

Favicon, social avatar and merch. Keep it square and never add the wordmark.

3.3 Clear space and minimum size

Lockup at least 140px wide. Clear space of twice the drop's height on every side.

Colour versions

3.4 Please don't

Stretch or squash it

Tilt or rotate it

Change its colours

Section 04 of 05

Identity

Colour, type, imagery and texture, and how they work together.

4.1 Colour — click a hex code to copy it

Charcoal

Primary

Heather

Pop

Moss

Accent

Charcoal Soft

Support

Graphite

Support

Mid Grey

Neutral

Ghost Grey

Neutral

White

Neutral

Using colour

Charcoal and the greys do most of the work. Heather is the pop: the life tile, the one script word, links. Moss is the action: buttons, highlights and focus. Keep heather and moss to 15 to 20% of any view each.

No gradients, no tints of heather or moss as fills, and no shadows.

4.2 Typography

Lorna Green Life typography: Filson Soft with a Gold

Headings

Filson Soft Medium + Light

Body

Filson Soft Light

Accent

Goldney (one pop word per view)

4.3 Photography

Cold water at dawn, a paddle mid-stroke, trail shoes on wet rock. Catch the moment before or inside the activity, with people facing into the landscape rather than posing to camera.

Low, soft light and water in the frame. Mixed groups of all sizes and abilities, laughing rather than performing. No filters or HDR, a little grain is fine. Every photo gets the soft dark vignette, and script never sits over a photo.