North Ray Yoga
10-Day Brand Transition: Crisis Communications & Community Strategy
North Ray Yoga had 10 days between announcing a full rebrand and going live. Client trust, staff alignment, and brand momentum all on the line.
Overview
North Ray Yoga needed to transition to a completely new identity, booking platform, and website. They had 10 days between telling their community and going fully live. The risk of confusion, churn, or a flat reception was real. They brought me in to build the communication strategy and make sure it all landed.
The Challenge
Ten days to go from announcement to full platform and website transfer
Real risk of client confusion or drop-off if messaging was inconsistent across channels
Staff needed to be ready to speak confidently about the transition from day one
Multiple simultaneous workstreams (social, email, partnerships, paid media) with no existing framework to coordinate them
Leadership needed guidance on key decisions in real time, under significant pressure
What I Did
I came in as both strategist and hands-on lead. We didn’t have time to build slowly, so I started with the communication architecture and worked outward from there.
Wrote all client-facing and internal transition language, including announcements, staff messaging, and platform migration guidance, keeping the narrative consistent across every channel
Built a master document as a centralized messaging hub for the ownership and management team, giving everyone a single source of truth throughout the transition
Developed Staff and Client FAQs so the team could answer questions confidently without having to escalate everything
Built a full communication timeline across social, email, and paid media, sequenced to build clarity and momentum rather than overwhelm
Created outreach templates for brand partnerships and influencer channels so the team could activate those relationships quickly
Worked alongside leadership throughout the 10 days, helping them prioritize decisions and manage risk in real time
Divided transition responsibilities across the team with clear ownership so nothing fell through the cracks
Results
The transition landed well. Clients were clear on what was happening and genuinely excited about the new brand rather than confused by it. Staff went in feeling prepared, and external partners had what they needed to show up. Students not only understood the change, many became active ambassadors for it, sharing and generating buzz in the days leading up to launch. It’s the kind of project where the goal is for it to feel effortless to the people experiencing it, even when the work behind it was anything but.
Tools & Skills
Communications Strategy · Copywriting · Brand Messaging · Email Marketing · Social Media · Paid Media Planning · Stakeholder Management · Staff Alignment · Project Roadmapping