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Fyra Yoga

Modo Yoga to Fyra Yoga: Full Rebrand Lead

Twenty years as Modo Yoga, then a full rebrand across two cities — new identity, new platform, new everything — without losing the community in the process.

Overview

After more than 20 years operating under the Modo Yoga franchise, the NYC and Montréal studios were ready to step out on their own. The rebrand wasn’t just a name change. It meant building a new identity from scratch, transitioning all marketing infrastructure, moving student data to a new platform, and launching in a way that brought the community along rather than alienating them. I led the project implementation from strategy through launch across both cities.

The Challenge

The complexity here was layered. Four owners with genuinely different visions of what the new brand should look and feel like. A student base that was attached to the Modo name and needed careful handling. A tight budget that had to stretch across two cities and a full rebrand scope. And underneath all of it, a complete technical migration — new app, new database, new marketing automations — that had to happen with as little disruption to members as possible.

  • Four owners who needed to align on brand identity, creative direction, and messaging before anything could move forward

  • Students resistant to change who needed to feel confident their experience wasn’t changing, just the name

  • Limited budget for a large-scope rebrand spanning two cities and multiple workstreams

  • Full migration of student data, memberships, and marketing automations to a new platform without interrupting member access

  • New visual identity needed to feel elevated and fresh while still feeling like the community people already loved

What I Did

I came in as the connective tissue across every workstream: part project manager, part creative director, part communications lead. My job was to hold the whole thing together and make sure it launched cleanly.

  • Led weekly meetings with internal and external stakeholders, managed the full project timeline, and built an Airtable system to track deliverables across both cities

  • Sat in on every ownership meeting about brand identity — logo, language, creative assets, website design and UX — helping to facilitate alignment across four different perspectives

  • Developed the full marketing and PR strategy for the transition, including interviewing and bringing on an external PR consultant to support the launch narrative

  • Wrote all transition communications for students and staff, including FAQs, announcement messaging, and channel-by-channel rollout copy

  • Interviewed, hired, and managed all vendor relationships for a two-city photo and video shoot, negotiating the rate and producing the full project in three days of shooting

  • Built new lead funnels and member journeys in BrandBot, designing automation flows unique to each city, including translating and optimizing all content into French for Montréal

  • Led all contract negotiations with creative vendors, talent, and production partners

  • Coordinated influencer and press outreach for pre-launch coverage and launch weekend support

  • Designed the “founding packages” — launch sale memberships and class cards — along with all supporting marketing assets, emails, and sales automation flows

  • Produced the full launch weekend experience across both cities, booking live musicians, DJs, food pop-ups, and local creative vendors

  • Secured partnership placements with local businesses and organizations for social amplification across the launch weekend

Results

The launch landed well. Classes sold out across both locations opening weekend, press placements and influencer coverage carried through the week, and the community response was genuinely positive. Students who had been nervous about the change came around once they saw the new identity and felt that the experience they loved was still intact.


Beyond the numbers, what I’m most proud of is twofold. First, getting four owners with genuinely different visions to land on a brand identity they were all excited about. That required a lot of listening, a lot of facilitation, and knowing when to push and when to step back. Then once we had it, I built the language and the photo and video identity that brought it to life. The visual world we created across those two cities in three days of shooting is something I’m really proud of.

$300K

Revenue generated through launch sales.

6%

Average social engagement rate from announcement through launch week.

Sold Out

Classes across both NYC and Montréal on launch weekend.

$60K

In revenue saved through vendor negotiations.

Tools & Skills

Airtable · BrandBot · Project Management · Brand Strategy · Communications & Copywriting · Vendor Management · Production · PR Strategy · Email Marketing · Social Media · Influencer & Partner Relations · Event Production · French Language Optimization

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